A study carried out in the United Kingdom reveals an increase in the number of subscribers to Netflix. The cause ? This would involve the tightening of the password and account sharing policy. Enough to encourage the competition to, once again, follow suit.
According to a study by the media market research company MTM, on the other side of the Channel, Netflix’s crackdown on account sharing is working. Today, we would be 70% paying subscribers, that is to say users who pay to enjoy Netflix without going through someone else’s account. This is an increase of 10%.
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A success that inspires competition
For Rob Collier, head of strategy at MTM, this data shows that the tightening of Netflix’s password sharing policy is a success: “ The number of people sharing passwords is decreasing, but more importantly, the number of people subscribing to Netflix in the UK is increasing. »
Note, however, that in the same study, 60% of the users questioned indicated suffering from a “ content fatigue », and that the interest of 16-34 year olds in streaming is down 13% compared to the second quarter of 2022. More precisely, when looking for content to watch, they are increasingly turning to VoD and classic television.
What about subscriptions with ads?
On the other hand, what this study totally forgets to mention on the number of increasing subscriptions is the strong potential impact of the existence for several months of a less expensive Netflix subscription boosted by advertising. Attracted by the much lower cost of the Standard package with advertising (5.99 euros per month) compared to the classic Standard package (13.49 euros per month), newcomers who may or may not have previously used a third-party account probably number in the thousands.
Recently, Disney+ adopted the same strategy with a subscription boosted by advertising. Starting this summer, the firm will also follow the movement launched by Netflix by preventing account sharing. Paid sharing options are also reportedly being explored. See you in the coming months to see if this copying strategy will work to turn around Disney+’s figures. Finally, note that Max, which will be launched in France in the coming weeks, should also tighten the screws against password sharing at the end of 2024/beginning of 2025.
Source : The Media Leader
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