Brazil was one of Netflix's first international breakthroughs. But new app usage data suggests it's struggling to keep up growth.
The fourth quarter is typically one of Netflix's biggest periods of the year for subscriber growth. But, in Brazil, SimilarWeb's mobile daily active user estimates — which can help analyze subscriber trends — suggested that Netflix usage was lower during the fourth quarter than the third.
In Brazil, there were 10% fewer estimated daily active users on the Netflix mobile app during the fourth quarter than in the third. Daily active users in Brazil also fell 5% year over year, according to the SimilarWeb estimates. SimilarWeb estimates average daily active users and other activity on apps and websites, such as the share of users who open the Netflix app each day, through a panel of hundreds of millions of Android phones and tablets globally. It tracks mobile usage of the Netflix app in 30 international regions, including Brazil, India, the UK, and Malaysia, where it has a sample size that makes up a statistically significant portion of the local device population.
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