BEVERLY HILLS, Calif., Feb. 13, 2017 /PRNewswire/ -- No relationship is safe. According to a new study* released today by Netflix, nearly half (48%) of streaming couples in the U.S. have "cheated" on their significant other, but it's not what you think.
Americans have flirted with cheating before but it's clear now that the honeymoon phase is over. Defined as watching a TV show ahead of your significant other, Netflix cheating was first uncovered in a study in the U.S. in 2013. In just four years, cheating in the U.S. has increased three times  and become a common behavior around the world among streaming couples.
The urge to cheat starts slow, and before you know it the rush to watch ahead is too irresistible – the white lies and excuses become part of the game. This behavior only continues to grow with 63 percent of American cheaters admitting they'd cheat more if they knew they'd get away with it. And once you cheat, you can't stop: nearly half of those polled are repeat offenders having cheated three or more times (48%).
In a binge-watching world where it's easy to say 'just one more,' Netflix cheating has quickly become the new normal... we're human, the more attractive the show - the more they eye will stray.
WHERE IS CHEATING HAPPENING? (EVERYWHERE) The U.S. (48%) rounds out the top five countries on the list of Netflix cheaters worldwide. Brazil and Mexico are home to the most cheaters (57 – 58% respectively), whereas the most loyal viewers who have not cheated in Netherlands (73%), Germany (65%) and Poland (60%).
WHAT SHOWS ARE WE CHEATING ON? (ALL OF THEM) While no show is off limits, top cheating temptations in the U.S. are The Walking Dead, Orange Is The New Black, Breaking Bad, House of Cards and Marvel's Daredevil. It's no laughing matter – more than half of cheaters in the U.S. (55%) prefer to risk their relationships by indulging on dramas over comedies.
WHY DO WE CHEAT? (WE JUST CAN'T HELP IT) Most don't intend to cheat...it just happens: 80 percent of cheating is unplanned. The trigger for the growing trend in cheating? Self-control… more than two-thirds (69%) of cheaters in the U.S. admitted they were unfaithful to their streaming partner due to "an uncontrollable desire to find out what's next."
HOW DO WE CHEAT? (ANY WAY WE CAN) Sleep with one eye open: 27 percent of cheating happens in the U.S. when one partner falls asleep. But whether this is even cheating is hotly debated. Half say "sleep cheating" doesn't count (52%), but the morality of "sleep cheating" varies across the globe. Chileans think it's no big deal, Japan sees it as unforgivable. Many American streaming couples are still cheating in secret: 36 percent never admit to their indiscretions.
IS CHEATING SO BAD? (DEPENDS WHERE YOU LIVE) If you stray, don't beat yourself up. Cheating has become more socially acceptable, with 46 percent saying it's "not bad at all." However, it's an absolute no-no for anyone paired with the 14 percent of American streaming couples who admonish the thought of watching ahead. You'd sooner get a pass for forgetting a birthday or even an anniversary.
IS MY PARTNER A CHEATER? (SPOILER ALERT: MOST LIKELY) Cheating comes in many forms. Netflix has created a handy series of assets to visually map this phenomenon. Cheating Profiles highlight the most common types of offenders lurking in households around the world. This infographic illustrates cheating motivations and behaviors, and reaction GIFshelp couples work through their indiscretions so they can protect their relationship...or keep on cheating.
Methodology *The survey was conducted by SurveyMonkey from December 20-31, 2016 and based on 30,267 responses. The sample was balanced by age and gender and representative of an adult online population who watch TV shows via streaming services as a couple in The United States, Canada, UK, Australia, New Zealand, Philippines, Singapore, India, Japan, Taiwan, South Korea, Hong Kong, UAE, Mexico, Chile, Colombia, Brazil, Argentina, Spain, Portugal, Turkey, Poland, Italy, Germany, France, Sweden, Norway, The Netherlands, and Denmark.
About Netflix Netflix (NASDAQ: NFLX) is the world's leading Internet television network with over 93 million members in over 190 countries enjoying more than 125 million hours of TV shows and movies per day, including original series, documentaries and feature films. Members can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen. Members can play, pause and resume watching, all without commercials or commitments.