Netflix affordability study reveals European wage disparities

A comprehensive study released on September 18, 2025, by technology review site Cloudwards reveals significant disparities in Netflix subscription affordability across European countries, with working time requirements ranging from 24 minutes in Norway to over 3 hours in Ukraine for a standard subscription.

According to the research findings, "Netflix Standard: You'd have to work the least (24 minutes) in Norway to afford Netflix Standard. Luxembourg and Iceland closely follow." The study analyzed 100 countries worldwide, calculating how many working hours people need at median salary levels to afford Netflix subscriptions.

The data shows Nordic countries dominating the affordability rankings. Norway leads with just 24 minutes of work required for a Netflix Standard subscription costing $12.46 monthly against a median salary of $5,434.05. Luxembourg follows at 26 minutes, while Iceland requires 30 minutes of work time.

European Netflix affordability rankings

Most affordable (shortest work time required):

1. Norway - 24 minutes ($12.46 subscription, $5,434.05 median salary)
2. Luxembourg - 26 minutes ($17.13 subscription, $6,913.65 median salary)
3. Iceland - 30 minutes ($17.13 subscription, $6,062.20 median salary)
4. Belgium - 34 minutes ($17.13 subscription, $5,371.07 median salary)
5. Netherlands - 36 minutes ($15.98 subscription, $4,674.83 median salary)
6. Slovenia - 38 minutes ($9.13 subscription, $2,539.21 median salary)
7. Finland - 39 minutes ($15.98 subscription, $4,374.44 median salary)
8. Germany - 39 minutes ($15.96 subscription, $4,344.61 median salary)
9. Denmark - 41 minutes ($20.28 subscription, $5,208.38 median salary)
10. Austria - 41 minutes ($15.98 subscription, $4,127.01 median salary)
11. Switzerland - 46 minutes ($25.73 subscription, $5,865 median salary)
12. Ireland - 50 minutes ($19.41 subscription, $4,140.18 median salary)
13. Estonia - 54 minutes ($11.41 subscription, $2,222.92 median salary)
14. Italy - 57 minutes ($15.98 subscription, $2,944.49 median salary)
15. Spain - 1 hour 2 minutes ($15.96 subscription, $2,705.98 median salary)
16. Cyprus - 1 hour 4 minutes ($14.27 subscription, $2,345.58 median salary)
17. United Kingdom - 1 hour 5 minutes ($17.10 subscription, $2,794 median salary)
18. Malta - 1 hour 10 minutes ($15.98 subscription, $2,414.17 median salary)
19. Latvia - 1 hour 12 minutes ($11.41 subscription, $1,668.64 median salary)
20. Lithuania - 1 hour 13 minutes ($11.41 subscription, $1,655.55 median salary)
21. Greece - 1 hour 27 minutes ($14.27 subscription, $1,740.04 median salary)
22. Croatia - 1 hour 32 minutes ($11.41 subscription, $1,315.12 median salary)
23. Bulgaria - 1 hour 44 minutes ($9.13 subscription, $928.63 median salary)
24. North Macedonia - 1 hour 44 minutes ($9.13 subscription, $926.59 median salary)
25. Poland - 1 hour 47 minutes ($13.06 subscription, $1,288.52 median salary)
26. Romania - 1 hour 57 minutes ($12.56 subscription, $1,131.86 median salary)
27. Slovakia - 1 hour 57 minutes ($13.13 subscription, $1,188.81 median salary)
28. Montenegro - 2 hours 2 minutes ($9.13 subscription, $789.31 median salary)
29. Hungary - 2 hours 5 minutes ($11.39 subscription, $961.10 median salary)
30. Bosnia & Herzegovina - 2 hours 17 minutes ($9.13 subscription, $703.72 median salary)
31. Serbia - 2 hours 19 minutes ($9.13 subscription, $693.86 median salary)
32. Portugal - 2 hours 25 minutes ($14.84 subscription, $1,077.72 median salary)
33. Belarus - 3 hours 23 minutes ($11.41 subscription, $594.92 median salary)
34. Albania - 3 hours 27 minutes ($9.13 subscription, $465.46 median salary)
35. Ukraine - 3 hours 52 minutes ($8.56 subscription, $390.24 median salary)

European rankings reveal economic patterns

Central and Western European countries show mixed results. Belgium ranks fourth globally, requiring 34 minutes of work, while the Netherlands needs 36 minutes despite having "one of the world's highest costs of living" and being "ranked second in Europe after Switzerland."

Germany and Finland tie at 39 minutes each, with the study noting that Germany represents "the third-largest economy in the world" but faces challenges as "around 13 million struggling to make ends meet." Denmark requires 41 minutes, matching Austria's work time requirement.

Switzerland stands out as an outlier, requiring 46 minutes of work despite having the continent's highest Netflix Standard pricing at $25.73 monthly. The study notes Switzerland as "the third-richest country" but highlights how high subscription costs impact affordability even with strong median incomes.

Eastern Europe faces greater challenges

The research reveals substantial affordability gaps in Eastern European markets. Ukraine requires the longest work time among European countries at 3 hours and 52 minutes, reflecting economic conditions impacting streaming service accessibility.

Romania and Slovakia both require 1 hour and 57 minutes of work, while Poland needs 1 hour and 47 minutes. The study shows these countries face "lower subscription price doesn't necessarily mean Netflix is easily affordable" situations.

Baltic states present varied results. Estonia requires 54 minutes, while Latvia and Lithuania need 1 hour and 12 minutes and 1 hour and 13 minutes respectively. The data reflects post-Soviet economic transitions still affecting consumer purchasing power.

Southern Europe shows moderate requirements

Mediterranean countries fall in the middle range of European affordability. Italy requires 57 minutes of work time, while Spain needs 1 hour and 2 minutes. These figures reflect the region's economic conditions relative to subscription pricing.

Greece requires 1 hour and 27 minutes, indicating economic pressures from recent financial challenges. The Balkans show higher requirements, with Croatia needing 1 hour and 32 minutes and Bosnia & Herzegovina requiring 2 hours and 17 minutes.

Technical methodology and implications

The Cloudwards research team used sophisticated calculations to determine affordability metrics. According to their methodology, "We took 85% of the average monthly income for each country (data from the International Labour Organization) to determine an estimated median income."

The study calculated work time by dividing "the estimated median income per month by 10,560 minutes: 22 working days x 8 hours per day x 60 minutes per hour" and then dividing "the Netflix plan prices by income per minute."

Netflix pricing varies significantly across European markets, ranging from Slovenia's $9.13 Standard subscription to Switzerland's $25.73. The research notes that "Netflix pricing is determined for each country based on various factors, including" average income levels, licensing costs, and local competition.

Advertising implications for marketers

The affordability disparities carry significant implications for digital marketing strategies across Europe. Netflix's systematic expansion of programmatic advertising capabilities through partnerships with major demand-side platforms creates new opportunities for reaching European audiences.

Recent developments show Netflix launched advanced targeting capabilities across Europe, the Middle East, and Africa on July 1, 2025, introducing "mood-based audience segmentation, postal code-level geographic targeting, 100+ interest segments across 17 categories."

The platform's pricing strategy across Europe has systematically narrowed the price gap between ad-supported and ad-free tiers to drive advertising revenue growth. This approach creates larger addressable audiences for programmatic advertising campaigns while maintaining subscription revenue streams.

Content library variations

The study reveals that "Netflix isn't the same everywhere. Each country has its own content library, and some are much more extensive than others." European markets show varying content availability, with Iceland offering "more than 7,600 titles" while the Netherlands provides "more than 7,400 titles."

These content differences impact value perceptions among European subscribers. Countries with extensive libraries may justify higher relative costs, while markets with limited content selections face greater affordability pressures.

Market context and competition

European streaming markets demonstrate varying competitive landscapes affecting Netflix positioning. The research indicates that "Netflix may adapt pricing to align with how much it costs to purchase content rights in a given country" and may "lower its prices to retain subscribers" when facing local competition.

The affordability study occurs as Netflix commands 8.3% of total TV viewing and aims to double its advertising business revenue in 2025. The company's European expansion of advertising capabilities reflects growing confidence in regional market opportunities.

Economic implications

The research highlights broader economic disparities across European markets. Nordic countries' strong economic performance enables greater streaming service affordability, while Eastern European markets face significant accessibility challenges.

The study notes that "Developing countries are hit the hardest due to incredibly low salaries and high Netflix pricing, but even those earning a median salary in some developed countries may still struggle to afford streaming services." This pattern extends to European markets with varying economic conditions.

For countries like Ukraine, where over 3 hours of work are required for a standard subscription, streaming services represent luxury purchases rather than routine entertainment expenses. These disparities reflect broader economic development patterns across the European continent.

Timeline

• November 2022: Netflix launches ad-supported subscription tier
• February 7, 2025: Campaign Manager 360 adds Netflix ads integration and TV measurement tools
• June 16, 2025: Netflix adds Yahoo DSP as fourth global programmatic advertising partner
• July 1, 2025: Netflix launches advanced targeting suite for EMEA programmatic advertising
• July 17, 2025: Netflix declares ads business will "roughly double" as upfront deals close
• August 4, 2025: Microsoft launches Premium Streaming campaigns including Netflix
• August 4, 2025: Google integrates affinity audiences with Netflix campaigns via DV360
• September 10, 2025: Netflix becomes available in Amazon DSP starting Q4 2025
• September 18, 2025: Cloudwards publishes Netflix affordability study across 100 countries

Summary

Who: Cloudwards research team analyzed Netflix subscription affordability across European countries, examining median income data and subscription pricing.

What: A comprehensive study revealing work time requirements for Netflix Standard subscriptions ranging from 24 minutes in Norway to over 3 hours in Ukraine, demonstrating significant economic disparities across European markets.

When: The study was published on September 18, 2025, using current Netflix pricing data and International Labour Organization income statistics.

Where: The research covers European countries from Nordic nations to Eastern European markets, revealing affordability patterns across the continent's diverse economic landscapes.

Why: The study highlights how economic disparities affect streaming service accessibility while providing context for Netflix's expanding advertising capabilities and programmatic partnerships across European markets.