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# Netflix users are opening the app less, internal data shows
- URL: https://www.medianexis.com/netflix-users-are-opening-the-app-less-internal-data-shows/
- Published: 2026-10-27T14:25:41.000Z
- Updated: 2026-11-02T15:21:34.000Z
- Description: Bloomberg’s Lucas Shaw reports that Netflix customers are opening the app on fewer days per month than they did a couple years ago, per people familiar with the matter. The company tracks engagement internally using a metric called QPD, or qualified play days.
- Author: The Signals Desk
- Tags: Streaming, Lucas Shaw, Netflix users watching less, opening app less often

**Why it matters.** Advertisers and content partners now have less basis to take Netflix’s engagement dominance for granted when negotiating ad pricing and licensing terms.

*Based on reporting by* [*bloomberg.com*](https://www.bloomberg.com/news/articles/2026-10-25/netflix-users-are-watching-less-not-opening-the-app-as-often?ref=medianexis.com) *—* [*Lucas Shaw*](https://www.medianexis.com/tag/by-lucas-shaw/) *·* [*cnbc.com*](https://www.cnbc.com/video/2026/10/26/netflix-subscribers-spending-less-time-on-service-arent-opening-app-as-often-report.html?ref=medianexis.com) *·* [*emarketer.com*](https://www.emarketer.com/content/netflix-viewers-watch-less-content-expansion-struggles-lift-engagement?ref=medianexis.com) *—* [*Marisa Jones*](https://www.medianexis.com/tag/by-marisa-jones/)*.*