Netflix keeps setting records for total viewing hours, yet the typical subscriber opens the app less often. Customers now use the service on fewer days each month than they did a couple of years ago and watch less overall, according to people familiar with the company’s internal data.

The slowdown shows up in public ratings too. Netflix accounts for just 7.7% of all TV viewing in Nielsen’s latest Gauge report , and one rival now draws about twice that.

What Does the New Report Say?

Bloomberg reported the findings on Oct. 25 , citing people who asked not to be named because the data is confidential.

Netflix tracks a metric called QPD, short for “qualified play days.” It measures how often customers use the app. According to the report, that number is lower than it was a couple of years ago.

So why is overall viewing still going up? Mostly because Netflix has more members.…