Nearly a quarter of consumers surveyed in Brazil and Mexico said they intend to join to the subscription video service in the next year, according to a new poll, while just 8% of the respondents said they haven’t heard of the subscription video company.
The Piper Jaffray survey found that 7% were subscribers at some point, but canceled.
Those findings, said Piper Jaffray analyst Michael Olson, suggest the streamer will begin to see accelerating international sign ups, taking advantage of a growing market opportunity.
Olsen forecast that 35% of Netflix’s total revenue would come from outside the U.S. this year, and expects that to increase to 50% by the end of the decade, a critical development as the U.S. market becomes saturated.
Netflix has 47 million subscribers in the United States, about 45% of the addressable broadband market. Overseas, the subscriber count stand at 34.5 million, just 5% of the addressable broadband market. That international audience is expected to double by 2020, as U.S. growth flattens.
To further drive international growth, Netflix plans to create original content, some of it in local markets, that will have broad appeal to multiple audiences. It plans to create about 600 hours of original content this year alone.
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