Netflix’s announcement to end account sharing on May 23 sparked a massive influx of new subscribers in the United States. According Bloomberg, many Americans hastened to subscribe individually to continue enjoying the catalog of films and series of the streaming platform after the end of this possibility. According to research firm Antenna, Netflix saw an average of 70,000 new daily subscriptions between May 25 and May 28. This is the highest number of subscriptions ever seen since Antenna started tracking Netflix subscriptions in 2019!
American users at the rendezvous
The threshold of 100,000 registrations was even reached for several days during this period. Subscriber recruitments doubled during these four days compared to the average of the previous 60 days. On the other hand, the end of this trick which allows you to enjoy Netflix for free could prove to be less beneficial in Europe. In Spain, where the measure was implemented in February, it was found that one million people decided to end their subscription during the first quarter.
Risky strategy in Europe for the end of account sharing
Netflix had anticipated this negative reaction to the end of account sharing and expected that some of its customers would leave the service in the short term, before the measure became profitable. Before the end of account sharing, around 100 million households had access to the Netflix catalog without paying a penny, the streaming platform said. This strategy of ending account sharing by Netflix, although successful in the United States, will have to prove itself in other markets. The platform’s ability to retain and attract subscribers despite the end of account sharing will be a key indicator of its success going forward.
2023-06-13 04:00:00
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