That is search traffic. 98% of the search traffic is from the keyword "ultraflix" which is to be expected. i.e. people coming to the website from google, yahoo, etc searches entering "ultraflix"

That is NOT the % that are watching it through the app as Alexa does not track eyeballs on apps & downloads from playstore etc. Just actual hits to the website however you can infer a corollary to app traffic based on the alexa rankings. The actual usage would be much higher as it does not accrue the hits from apps, tvs, etc.