Advertising soon on Netflix and Disney+? Streaming platforms are considering this AVoD option at a reduced price, but subscribers seem reluctant to accept this offer.
Netflix had already tested it in 2018 – and had angered some test panel subscribers with “trailers” – and yet the “advertising” option among its offers is still considered by the streaming giant, which is suffering from a considerable loss of subscribers.
Especially since Disney+, one of the major competing platforms, already plans to launch this offer by the end of 2022 in the United States and during 2023 in the rest of the world. This option, called AVoD (Video on demand funded by advertising, editor’s note), is a subscription offer at a reduced price, on the condition of accepting the display of advertising inserts on the interface.
This option is common across the Atlantic since HBO Max, Peacock, Hulu or even Paramount + already offer this offer. But in France, this option makes some teeth cringe, if we are to believe an OTT NPA Conseil – Harris Interactive study, relayed by The French Movie.
The AVoD offer does not seem to appeal to French Disney+ subscribers, of whom 61.4% would prefer to keep their current subscription without a price change. Same story for Netflix subscribers who are 64.3% want to keep their subscription without advertising.
Even though it’s a large majority to be against the AVoD offer, the door is open for the 38.6% Disney+ subscribers and the remaining 35.5% Netflix subscribers who could consider opting for the AVoD offer. offer with advertising inserts and at a reduced price.
What about new subscribers?
If we look at the case of people who do not yet have a subscription, there would be some interest among the panelists of the study. They are 14.4% to potentially choose the AVoD offer for Disney+ and 17.1% for Netflix.
Even if the option with advertising seems to displease current subscribers, it could interest potential subscribers and offer interesting prospects to streaming platforms, which seek to win more subscribers. The study also states that by integrating these potential interested parties into their offers, Disney+ could reach 8.4 million French households and Netflix 14.5 million.
And you, could an AVoD offer at a reduced price and with advertising inserts on streaming platforms be of interest to you?