Netflix Paid Memberships in the United States and Canada, Quarter by Quarter

What the Netflix home market numbers measure

Netflix counts paid memberships: accounts on a paid plan, including those billed through a partner such as a TV or mobile provider, but not people on a free trial and not the other people in each household. One membership can therefore stand for a whole family. The company has never published the number of individual viewers in the United States, and every figure on this page refers to paying accounts.

For its home market Netflix used two different definitions. Until the end of 2019 its letters to shareholders carried a table for the US streaming segment, which covered the United States only. From the start of 2020 it reported four regions instead, and the first of them, United States and Canada (UCAN), adds Canadian members to the US base. When Netflix moved to regional reporting it filed restated UCAN figures going back to the first quarter of 2017, so the two series overlap for three years.

This matters because many published charts join the two series into one line. Doing so creates a false jump of more than six million members, the size of the Canadian base, at the point where the definition changes. In this report the US series and the UCAN series are shown side by side and never added together. The global total is covered in our quarterly series of Netflix paid memberships worldwide.

Every quarterly figure from 2013 to 2024

The chart below places the two series on one timeline. The red line is the US segment, which climbed almost without interruption from 27.91 million to 61.04 million paid memberships over seven years. The blue line is the UCAN region, which starts at 54.58 million in March 2017, sits about six to seven million above the US line while both exist, flattens between 2020 and 2022 and then rises steeply to 89.63 million.

From 27.9 million to 89.6 million, on two definitions: the US line more than doubled in seven years, and the US and Canada line added 35 million in eight.

The table gives every value used in the chart, together with the paid net additions Netflix reported for the UCAN region from 2017. Net additions for the US segment can be read as the difference between two quarters; UCAN net additions are as published and can differ from that difference by 0.01 million because of rounding.

Several figures in older versions of this series, including the previous edition of this page, were wrong. Some placed the UCAN values one year too late, so that 64.76 million appeared as the end of 2019 instead of the end of 2018, and others used total memberships, which include free trials, instead of paid memberships for 2015. The values above were checked against the original filings. The quarterly change for the whole company since 2009 is in our chart of Netflix net additions by quarter.

How much of the region is the United States

Netflix has never published a separate count for Canada, but the overlap between the two series allows an estimate. At the end of 2018 the US segment had 58.49 million paid memberships and the UCAN region 64.76 million, which implies about 6.27 million in Canada. A year later the figures were 61.04 million and 67.66 million, implying about 6.62 million. In both years the United States accounted for just over 90 percent of the region.

Netflix confirmed the split itself only once, in its letter for the fourth quarter of 2019, when it said that UCAN paid net additions of 0.55 million included 0.42 million in the United States. Because the US share was so stable, UCAN remains a good guide to the direction of the US market after 2019, but a figure for the United States alone in 2024 or later has not been published, and estimates that circulate online are not company data.

Members added each year in the home market

On an annual view the UCAN region shows three clear phases. Between 2017 and 2020 it added between 2.9 million and 6.3 million paid memberships a year. In 2021 and 2022 growth stopped, with a gain of 1.28 million followed by a loss of 0.92 million. In 2023 and 2024 it added 5.83 million and then 9.50 million, the largest annual increase in either series.

A record after a loss: the region went from minus 0.92 million in 2022 to plus 9.50 million in 2024.

The US segment tells a similar story for the earlier years. It added about 6.2 million paid memberships in 2013 and between 4.5 million and 6.0 million in each year from 2014 to 2018, before slowing to 2.55 million in 2019. The table compares both measures for the years in which they exist.

The long climb: 2013 to 2019

In 2013 Netflix was still moving its American customers from DVDs by mail to streaming, and the US segment added members every quarter. The first quarter was usually the strongest of the year and the second quarter the weakest: first-quarter gains ranged from 1.47 million to 2.67 million, while second-quarter gains never exceeded 0.94 million. In the first quarter of 2014 the segment gained 2.67 million paid memberships, the largest quarterly gain in the US series.

By the end of 2015 the company was already describing the American market as highly penetrated. In its January 2016 letter Netflix noted that its high penetration in the US seemed to be making net additions harder than in the past, and US net additions in the fourth quarter of 2015 came in at 1.56 million against 1.90 million a year earlier. In 2016 it moved long-standing members off older prices, a process it called un-grandfathering, and paid memberships rose only 0.29 million in the second quarter and 0.48 million in the third.

The only quarterly fall in the US series came in the second quarter of 2019, when paid memberships slipped from 60.23 million to 60.10 million. That followed the price increase of January 2019, which Netflix said it would phase in for existing members over the first and second quarters. In the fourth quarter of 2019, when Disney+ and Apple TV+ launched, UCAN net additions fell to 0.55 million, and Netflix said the low growth was probably due to its recent price changes and to competitive launches in the US.

Lockdown gains and the pause that followed

The pandemic gave the region its strongest first half on record. UCAN added 2.31 million paid memberships in the first quarter of 2020 and 2.94 million in the second, more than in the whole of 2019. Growth then almost stopped: 0.18 million in the third quarter and 0.86 million in the fourth, for a full-year gain of 6.27 million. Netflix later noted that its first-quarter 2020 result included the impact of the initial lockdowns.

In 2021 the region added only 1.28 million members, and the second quarter brought a loss of 0.43 million, the first quarterly decline in UCAN since 2019. The fourth quarter, at 1.19 million, was the only strong one. Total UCAN paid memberships ended 2021 at 75.22 million, just 1.28 million above the level of a year earlier, even though the global total rose by 18.18 million that year.

The 2022 decline and the 30 million sharing households

2022 was the only full year in which the UCAN region shrank. It lost 0.64 million paid memberships in the first quarter and 1.30 million in the second, the largest quarterly loss in either series, before small gains of 0.10 million and 0.91 million in the second half. The year ended at 74.30 million, 0.92 million below the end of 2021.

The turn came in 2023: after losing 1.94 million members in the first half of 2022, the region added 16.3 million in the next ten quarters.

Netflix gave two explanations. In April 2022 it said the first-quarter loss in UCAN was largely the result of its price change in January, which it described as significantly revenue positive. It also put a number on account sharing for the first time: on top of about 222 million paying households worldwide, Netflix estimated that its service was shared with more than 100 million additional households, including more than 30 million in the UCAN region.

Those 30 million households were the largest pool of potential customers in the home market, equal to about 40 percent of the paying base at the time. Revenue kept rising through the decline, from 3.31 billion dollars in the fourth quarter of 2021 to 3.60 billion dollars a year later, because average revenue per membership increased faster than the member count fell.

Paid sharing: how the US base returned to growth

Netflix began enforcing household sharing rules in the United States on May 23, 2023. Members who shared their account with people outside their home received an email, and Standard and Premium members could add an extra member who lives elsewhere for 7.99 dollars a month. In its July 2023 letter Netflix said that sign-ups were already exceeding cancellations and that the cancellation reaction had been low.

The quarterly figures show the effect building over time. UCAN net additions rose from 0.10 million in the first quarter of 2023 to 1.17 million in the second, 1.75 million in the third and 2.81 million in the fourth, and the region added 2.53 million in the first quarter of 2024. By the end of 2024 it had 89.63 million paid memberships, 15.23 million more than in March 2023.

The fourth quarter of 2024, with 4.82 million net additions, was the largest single quarter in the regional data. It also included major live events, among them two NFL games on Christmas Day, and Netflix later noted the advertising revenue those games brought in. Audience figures for those broadcasts are in our report on the Netflix NFL Christmas games.

What Netflix costs in the United States

Netflix has raised its US prices nine times since 2014, and each step has shown up in its numbers: briefly weaker member growth, then higher revenue per membership. The most widely used plan, called Standard, cost 7.99 dollars a month until 2014 and costs 19.99 dollars in 2026, an increase of 150 percent. Premium went from 11.99 dollars to 26.99 dollars over the same period.

Standard is up 150 percent: from 7.99 dollars before 2014 to 19.99 dollars after March 2026, while the ads plan has risen 2 dollars since launch.

The current US price list on the Netflix Help Center shows Standard with ads at 8.99 dollars, Standard at 19.99 dollars and Premium at 26.99 dollars a month. An extra member costs 7.99 dollars with ads or 9.99 dollars without ads; Standard accounts can add one, and Premium accounts up to two. Disney pricing over the same years is compared in our data on Disney streaming prices in the US.

Average revenue per membership in the region

Average monthly revenue per paying membership (ARM) is the clearest record of how those price changes reached the accounts. Netflix calculates it as streaming revenue divided by the average number of paid memberships, divided by the number of months. In the UCAN region it rose from 10.28 dollars in the fourth quarter of 2017 to 17.26 dollars in the fourth quarter of 2024, the last quarter for which it was published.

Up 68 percent in seven years: UCAN members paid an average of 17.26 dollars a month at the end of 2024, against 10.28 dollars at the end of 2017.

On a full-year basis, UCAN ARM was 9.97 dollars in 2017, 11.16 dollars in 2018, 13.32 dollars in 2020, 14.56 dollars in 2021, 15.86 dollars in 2022, 16.28 dollars in 2023 and 17.20 dollars in 2024. In its annual report for 2024 Netflix said UCAN ARM rose 6 percent that year while average paying memberships rose 10 percent, from 76.13 million to 84.11 million, so growth in the number of accounts contributed more than pricing in the paid sharing year.

ARM did not rise in every quarter. It fell from 16.37 dollars in the third quarter of 2022 to 16.00 dollars in the second quarter of 2023, as the cheaper ads plan grew, and fell again during 2024, from 17.30 dollars in the first quarter to 17.06 dollars in the third. The same measure for every Netflix region is tracked in our report on Netflix ARPU by region.

The ads plan in the American market

Netflix launched its first plan with advertising in the United States on November 3, 2022, at 6.99 dollars a month, as one of 12 launch countries. In July 2023 it began phasing out the 9.99 dollar Basic plan without ads for new and rejoining US members, which left the ads plan as the only entry price. The ads plan now costs 8.99 dollars in the US.

Netflix does not publish how many American members use the ads plan, but it has given the share of sign-ups in its advertising countries, a group that includes the United States: 40 percent in the fourth quarter of 2023, more than 55 percent in the fourth quarter of 2024 and more than 60 percent in the first quarter of 2026. On April 1, 2025 it switched the US to the Netflix Ads Suite, its own advertising technology platform.

Advertising is also why some revenue in the home market is not driven by members at all. Netflix said that UCAN revenue growth in the first quarter of 2025 slowed partly because there was no advertising revenue from Christmas Day NFL games, which had boosted the previous quarter. Monthly viewers of the ads plan worldwide are covered in our data on Netflix ad-supported users, and the US mix of paid and ad-supported streaming in our US streaming penetration by platform data.

What Netflix reports for the region since 2025

In its letter of January 21, 2025, Netflix said it would stop reporting paid memberships and ARM every quarter from its first-quarter 2025 results and would instead announce membership milestones. Its annual report for 2025 explains that it now focuses on revenue and operating margin as the main measures of performance. For the UCAN region, that leaves one official number per quarter: revenue.

Almost doubled since 2019: UCAN revenue rose from 10.05 billion dollars in 2019 to 19.96 billion dollars in 2025, and reached 10.68 billion dollars in the first half of 2026.

UCAN revenue grew 15 percent in 2025, to 19.96 billion dollars, after 17 percent growth in 2024. The quarterly pattern follows the price calendar. Growth slowed to 9 percent in the first quarter of 2025, which Netflix attributed to only a partial-quarter effect of its price change, plan mix and the absence of NFL advertising revenue, and then accelerated to 18 percent by the fourth quarter.

In the first half of 2026 UCAN revenue was 10.68 billion dollars, 11.8 percent more than the 9.55 billion dollars of the first half of 2025. Without member counts, revenue growth in the region cannot be split exactly into more accounts, higher prices and advertising. Netflix said only that, for the company as a whole, 2025 revenue growth came mainly from membership growth, price increases and higher advertising revenue. All four regions are compared in our report on Netflix revenue by region.

A shrinking share of members, a steady share of revenue

The UCAN region has become a smaller part of the Netflix membership base every year since regional data began. It held 52.8 percent of global paid memberships at the end of 2017 and 29.7 percent at the end of 2024, when EMEA (101.13 million) was already larger. Its share of revenue, however, has hardly moved, staying between 44 and 46 percent since 2020.

Three in ten members, more than four in ten dollars: the US and Canada held 29.7 percent of members at the end of 2024 but produced 44.5 percent of streaming revenue that year.

The gap between the two lines is the price gap between North America and the rest of the world. In the fourth quarter of 2024 a UCAN member brought in 17.26 dollars a month on average, more than any other region, which is why Netflix revenue still depends so heavily on its home market even as most new members come from abroad. Membership totals for the other regions are in our breakdown of Netflix subscribers by region, and the wider subscriber ranking of streaming services in our SVOD subscriber count by platform.

Among American rivals, only Disney has published a comparable North American count: Disney+ had 59.3 million subscribers in the US and Canada at the end of September 2025, its final quarterly report. That compares with 89.63 million Netflix UCAN memberships nine months earlier. The Disney series is set out in our report on Disney+ subscribers in the US and Canada.

What to watch now that the count has stopped

Netflix will not publish a new UCAN membership figure unless it chooses to announce a milestone. The company has said only that its audience worldwide is approaching one billion people, a measure of viewers rather than accounts, and its last global milestone was more than 325 million paid memberships in the fourth quarter of 2025. Third-party estimates of US subscribers for 2025 and 2026 exist, but they are not company data and are not used here.

Three official signals remain. The first is UCAN revenue growth, which slowed to 10 percent in the second quarter of 2026 with only part of the March 2026 price rise included. The second is pricing: the January 2025 and March 2026 increases came only 14 months apart. The third is the full-year guidance of 51.0 billion to 51.4 billion dollars of revenue for 2026, of which the region has historically contributed about 44 percent. How much members watch is covered in our data on time spent streaming Netflix per account, and programme investment in our report on Netflix content spending.

The Netflix home market in eight numbers

Questions about Netflix subscribers in the United States