(
-1 points )
Netflix's Net Promoter Score is 67 (per Verint, 2018), one of the highest in its industry and well above the average SaaS NPS of 36. A score of 67 sits in excellent territory: by Bain & Company's framing, above 50 is excellent and above 80 is exceptional. For comparison, the benchmark set on this page puts Zoom at 72, Slack at 55, Hulu at 51, and Uber at 37.
CustomerGauge benchmarks Net Promoter Score across SaaS and consumer brands using account-level data. Netflix's 67 is a useful reference point, but the lesson for a business is the system behind it: a recommendation engine, deep content investment, and a customer experience that keeps churn low. The factors below are what turn a high score into durable loyalty.
Netflix's Net Promoter Score is 67 according to the latest available source (Verint, 2018).
Netflix is an American entertainment company founded by Reed Hastings and Marc Randolph on August 29, 1997, in Scotts Valley, California. It specializes in and provides streaming media and video-on-demand online and DVD by mail. In 2013, Netflix expanded into film and television production, as well as online distribution.
Download our annual NPS Benchmarks Report here to compare Netflix to others in the SaaS industry.
Q1: Is Netflix's NPS score good?
A: Yes. At 67, Netflix has one of the strongest scores in its industry. By Bain & Company's interpretation, any score above zero is good, 50 or above is excellent, and above 80 is exceptional, so 67 is firmly excellent and well above the average SaaS NPS of 36.
Q2: How does Netflix's NPS compare to other companies?
A: Against the benchmark set on this page, Netflix at 67 leads most peers: Zoom 72, Slack 55, Hulu 51, Uber 37, Adobe 33, Mailchimp 28, and Facebook 19, with NetMotion topping the set at 91. The average SaaS NPS is 36, so Netflix is well ahead of the field.
Q3: Why is Netflix's NPS so high?
A: The page points to several drivers: a recommendation algorithm that keeps the experience relevant, a large and growing content library, strong email marketing, a focus on employee experience, and responsive customer service. Together these reduce friction and give subscribers reasons to stay and recommend.
Q4: How loyal are Netflix customers?
A: Very. The page cites that Netflix reaches roughly 60% of US households, that only about 20% of Netflix subscribers also pay for other streaming services (versus around 61% of Hulu and 62% of HBO Now customers), and that Netflix's churn fell to 2.4% in 2020. Low churn alongside a high NPS is the clearest sign of durable loyalty.
Q5: What can my business learn from Netflix's NPS?
A: That a high score follows from system design. Netflix earns loyalty through relevance, content, communication, and service, then measures it. The same logic applies in any sector: build the experience on purpose, measure NPS at the account level, and act on what it tells you.
Calculating your NPS is the first step. Tying it to revenue is what closes the loop on customer experience as a growth driver. See how CustomerGauge connects Net Promoter scores to account-level revenue in real time.
Yes
N/A
Score Updated February 9, 2022
CustomerGauge was voted the #1 NPS platform for B2B organizations by Gartner for three years running. We not only help you measure and understand your customer's voice, we've built a tailored methodology that drives real revenue results despite the complexity of B2B customer relationships.
NPS BENCHMARKS REPORT
We've written a complete guide to "What is Net Promoter?" here. In short, Net Promoter is a system designed to create sustainable, healthy growth through retention, upsell and referrals. Learning how to calculate NPS is your first step to understanding the mechanism of NPS clearly.
What is a good Net Promoter Score varies greatly between industries. There's a number of ways to compare your score—but ultimately, who knows if other companies are tracking their score according to best practice? Or if they're manipulation their results? For that reason, your best benchmark of success is your own NPS score in previous years.
CustomerGauge NPS Benchmarks collates and publishes any publicly available Net Promoter Score from industries all across the globe, with the added ability of allowing companies to submit their own Net Promoter Score for publication. We aim to not only share NPS scores, but verify and present them in the most transparent way.
