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It's based on a sample of users who opt in to have their browser activity tracked.In past quarters, SimilarWeb's Netflix-related data helped predict key subscriber-growth trends at the company.The third-quarter data suggested that while fewer people canceled their Netflix subscriptions during the period, Netflix's international subscriber growth also fell below the levels this time last year.SimilarWeb estimated that Netflix's paid international subscriber base grew 29% year over year during the third quarter.
As said here by Ashley Rodriguez