Netflix subscribers are reportedly spending less time watching the platform than they did a few years ago, raising new questions about whether the streaming giant is keeping people hooked. According to a Bloomberg report, customers are opening the app on fewer days each month and spending less time watching on average, even as Netflix continues to grow its subscriber base.

The reported decline began around the time Netflix started cracking down on password sharing in 2022, with restrictions expanding more widely in 2023. Executives initially believed the drop in engagement would be temporary, partly because fewer people were now sharing individual accounts. But years later, the trend has reportedly continued, leaving the company with a bigger challenge than simply getting people to subscribe.

Here's the interesting part: Netflix's overall viewing time has still increased slightly, largely because the platform has added more subscribers. The average person, however, is reportedly watching less. Research firm Jefferies estimated that average monthly viewing fell from 66 hours per member in the first half of 2023 to 49 hours in the first half of 2026. That's a pretty noticeable shift for a service built around keeping people watching.

Netflix isn't exactly collapsing, though. Its subscriber base and revenue remain substantial, and the company is investing in more programming, live sports, and podcasts to keep audiences engaged. Competition from platforms like YouTube is also giving people more places to spend their screen time. The real question is whether Netflix can keep convincing people that it's worth opening the app, especially when subscription prices keep rising.