January 4th, 2023, Lesley Simeon
Netflix has forayed into new territory with a partnership with Nike. The platform started streaming Nike Training Club classes and plans to release 30 hours of exercise sessions across two batches. While the first batch launched just before the year ended on 30 December 2022, the second will make its way to the streaming service sometime later this year. The episodes are available in ten languages.
How do Netflix subscribers exercise, and is there an appetite for the kind of fitness content the streaming service is now offering?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 37% of Netflix’s current customers in the US do not work out. A third of them (33%) have no membership or subscription to a gym, or a paid-for home fitness plan and prefer working out on their own.
Data suggests that one in 12 of Netflix’s current customers (8%) have paid subscriptions for online or at-home fitness plans or workout classes. This is in line with the general US population (7%) that subscribes to online/at-home fitness plans or classes.
Profiles data also shows that Netflix is the most preferred streaming platform for Nike customers, with a majority (58%) subscribing to the streaming service, which operates in 190 countries globally. Inversely, Nike is also the top choice (15%) for Netflix subscribers when purchasing clothing, shoes, accessories or luggage from a brand.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
Picture credits: Dima Solomin on Unspalsh