We can say that 2022 has not been the best year for Netflix. The streaming giant has experienced a distressing loss of subscribers, it is canceling its series with a vengeance and the competitors are improving and attracting more and more. All the same, Netflix managed to limit the damage and exceed analysts’ expectations.
Thus, in 2022, Netflix hits 230 million subscribers. A real record. But the slow growth of the giant is felt in this figure. As it celebrated its 200 million users in January 2021, it took Netflix two years to achieve this. To give you an idea, 37 million subscribers had joined the platform in 2020. Despite heavy disappointments for fans, Netflix has raised the bar thanks to extremely popular series as well as a cheaper offer with advertising.
A mixed year for Netflix
Netflix started 2022 rather badly. Subscribers took to their heels and for the very first time, the Los Gatos firm recorded a massive loss of users. By opting for the end of account sharing, the giant was not helping its relationship with its subscribers. Nevertheless, this year ends in a rather positive way for the company which counts 230 million users at the end of 2022.
If the announcement of a less expensive formula but with advertising caused a lot of ink to flow, and increased the anger of subscribers, the Essential offer with Ads succeeded in attracting new people. Successful bet for Netflix: of newcomers, 9% chose this formula with advertising at 5.99 euros per month. Like what…
The strength of Netflix lies above all in its original creations. Both series and films, the platform broadcasts programs that know how to bring viewers together. It is certain, season 4 of Stranger Thingsthe first episodes of Wednesday or Glass Onion: a story at loggerheads played a role in reaching Netflix’s 230 million subscribers.
But if Netflix has been able to limit the damage, the platform does not cry victory right away. 2023 has only just begun and already the shadow of Prime Video hangs over it. Indeed, Amazon’s SVOD is hot on Netflix and even dethroned it in the last quarter of 2022 in the United States. While Prime Video has managed to afford the exclusive distribution of The Last of Usone of the most anticipated series of the year, and has even recovered the HBO series with its Warner Pass, Netflix has reason to tremble.
