Research from SNL Kagan showed 30% of broadband homes in Netflix’s first international launch territory, Canada, now have the service, with the UK coming a “close second” in terms of penetration, and Brazil the third-largest globally and the largest in Latin America.
Year-on-year growth was strongest in the Netherlands, where the platform debuted late in 2013.
SNL Kagan’s research showed subscriber growth tended to come in the early months following launch, although in Latin America, where Netflix launched in 2011, has show “some pretty significant improvements from 2013 to 2014”.
Overall, the subs base had “dramatically changed” since its Canadian debut five years ago. At end-2010, just 1.9% of the total was non-US. The figure is now 30.8% and likely to continue growing as Netflix moves towards operations in a planned 200 territories.