Netflix has released its latest Engagement Report, detailing what audiences watched from July to December 2024. Moving forward, the company will publish these bi-annual reports alongside its second and fourth quarter earnings results. Netflix views engagement—measured as time spent watching content—as the best indicator of member satisfaction. Higher engagement translates into greater retention, more recommendations, and a stronger perceived value of the service. To enhance transparency in viewing habits, Netflix continues to lead the industry with its Top 10 Weekly and Most Popular lists.
Here are some insights from Netflix's report:
- Members watched over 94 billion hours on Netflix in the second half of last year, a 5% increase year over year.
- Despite premiering only six days before the end of the year, "Squid Game S2" dominated the second half as our most-viewed series with 87M views.
- Animated films continue to drive high engagement. 10 of the top 25 films in the second half of the year were animated including "Dr. Seuss’ The Grinch" (67M), "Trolls Band Together" (61M), "That Christmas" (60M), "Sing" (58M) and "Saving Bikini Bottom: The Sandy Cheeks Movie" (56M).
- True crime remains a popular genre and brought in audiences for "The Menendez Brothers" (39M), "American Murder: Laci Peterson" (37M), "Worst Ex Ever" (26M), "Into the Fire: The Lost Daughter" (25M) and "The Lost Children" (22M).
- Nearly a third of all viewing on Netflix came from non-English shows and films, with Norway’s "La Palma" (52M) and Mexico’s "The Accident" (41M) among our most-watched series in the second half. We also saw breakouts like "Family Pack" (41M) from France, "The Empress S2" (19M) from Germany, "Senna" (15M) from Brazil, and "One Hundred Years of Solitude" (9M) from Colombia.
- Netflix's South Korean, Japanese, and Indian content slates garnered strong viewership in the latest reporting period. In Japan, "Tokyo Swindlers" reached 12 million views, followed by "Drawing Closer" and "Jujutsu Kaisen," each with 8 million. South Korean titles performed exceptionally well, with "Officer Black Belt" leading at 40 million views, followed by "Mission: Cross" (23M), "Love Next Door" (20M), and "Culinary Class Wars" (17M). Meanwhile, Indian titles also attracted significant audiences, with "Maharaja" reaching 25 million views, "Do Patti" at 20 million, and "IC 814: The Kandahar Hijack" at 12 million.
The report, which covers nearly 99% of all video watch time on the platform, uses views (total hours watched divided by runtime) as a universal metric for measuring engagement. While some shows achieve massive popularity, no single title represents more than 1% of total viewing. For instance, Squid Game Season 2, the most-watched title in this report, accounted for just 0.7% of total viewing. This underscores Netflix’s strategy of investing in a diverse slate of high-quality content to ensure every member finds something compelling to watch.
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