Netflix Userbase Analysis - Power BI Dashboard

Onanibosi Babajide

Data Analyst

Microsoft Power BI

Arts & Entertainment

Netflix Userbase Analysis - Power BI Dashboard

Project Overview

This project analyzes Netflix's userbase dataset containing 2,500 subscribers to extract actionable business insights and customer behavior patterns. Using Power BI and DAX measures, I created an interactive dashboard that visualizes subscription trends, revenue patterns, geographic distribution, and demographic insights.

Power BI Dashboard Components

KPI Cards:

Total Monthly Revenue: $31K

Average Age: 39

Total Subscribers: 2500

Slicers for Interactive Filtering:

Subscription Type (Basic, Premium, Standard)

Year (2021, 2022, 2023)

Country selection

Device type (Laptop, Smart TV, Smartphone, Tablet)

Gender (Female, Male)

Bar Chart: "Revenue by Country" showing:

United States: $5.7K

Spain: $5.7K

Canada: $4.0K

United Kingdom: $2.3K

Other markets: ~$2.2K each

Line Chart: "Sub Count by Country and Year" displaying subscriber trend patterns across 2021-2023, revealing peak subscription periods and identifying market growth opportunities.

Tables:

Country/Quarter/Month breakdown showing subscriber counts

Country/Subscription Type matrix displaying distribution of subscription plans across markets

Key Business Insights

Revenue Analysis

Total monthly revenue of $31,271 with an Average Revenue Per User (ARPU) of $12.51

Despite having fewer subscribers (29.3%), Premium plans generate almost the same revenue share (29.5%) as the more numerous Basic subscribers (40% of users, 39.9% of revenue)

Geographic analysis reveals United States and Spain as equal revenue leaders ($5.7K each)

Subscription Distribution

Basic plans are most popular (40.0%, 999 users)

Standard plans account for 30.7% (768 users)

Premium plans represent 29.3% (733 users)

Subscription preferences vary by country, with Premium plans showing stronger adoption in certain markets

User Demographics

Average user age is 39 years

35-44 age group represents the largest segment (40.6%)

Gender distribution is balanced (50.3% Female, 49.7% Male)

Device usage is remarkably even across Laptop (25.4%), Tablet (25.3%), Smartphone (24.8%), and Smart TV (24.4%)

Temporal Trends

The line chart reveals subscription growth patterns across 2021-2023

Peak user acquisition occurred in 2022

United States shows consistent quarterly growth in Q1-Q2 2022

Subscription patterns vary by country, with some markets showing steadier growth than others

DAX Measures Implemented

 Sub Count = COUNT('Netflix Userbase'[User ID])

 Average Age = AVERAGE('Netflix Userbase'[Age])

 Total Revenue = SUM('Netflix Userbase'[Monthly Revenue])

 Date = CALENDAR(MIN('Netflix Userbase'[Join Date]), MAX('Netflix Userbase'[Join Date]))

 Day = DAY('Date'[Date].[Date])

 Month = MONTH('Date'[Date].[Date])

Tools & Technologies Used

Data Visualization: Power BI Desktop and Service

Data Analysis: DAX (Data Analysis Expressions)

Visualization Components: Slicers, Bar Charts, Line Charts, Tables, Matrix visualizations, Cards

Data Processing: Power Query Editor

Data Transformation: M language

Custom Measures: Advanced DAX formulas

Color Theming: Custom Netflix-themed color palette

Interactive Filtering: Cross-filtering and drill-through capabilities

Business Recommendations

Subscription Strategy: Focus marketing efforts on converting Basic subscribers to Premium plans, especially in markets showing higher Premium adoption rates.

Geographic Focus: Maintain strong presence in the United States and Spain while developing targeted strategies for high-ARPU markets like United Kingdom and Italy.

Age-Based Content: Prioritize content appealing to the 35-44 demographic while ensuring adequate representation for the 25-34 age group.

Device Strategy: Continue multi-platform optimization with equal focus across all device types.

Retention Planning: Implement targeted retention campaigns for subscribers approaching the 12-month mark to reduce churn.

Impact & Results

This Power BI dashboard provides Netflix stakeholders with an intuitive interface to explore subscriber patterns, enabling data-driven decision making across content acquisition, marketing strategy, and pricing optimization. The visualization helps identify growth opportunities worth potentially $3.1M+ annually through strategic price adjustments and targeted subscriber conversion.

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Posted Jul 3, 2025

Created a Power BI dashboard for Netflix to analyze userbase and extract business insights.

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Netflix