After a difficult 2022, Netflix can rejoice in the good news from France. In any case, this is what we can learn from the latest OTT NPA Conseil Barometer, conducted in collaboration with Harris Interactive.
Good news for Netflix
He particularly focused on the Netflix package with advertising launched at the end of last year by the streaming platform at a price of 6 euros. This formula seems to appeal, and it already had 1.4 million subscribers in France at the end of December, or 4.6% of French people.
Better still, 3 out of 5 customers who have subscribed are newcomers, which confirms the bet of the service to open up to those wishing to expand their customer base. Netflix is therefore extending its web even further in France and now totals 33.5% of subscribed French households, an increase of 3.2 points compared to the last surveys.
Put end to end, and adding the sharing of identifiers, analysts therefore estimate the penetration rate of Netflix in France at 43%, or 13 million households which have access to the programs of the streaming service.
Account sharing worries Netflix
Behind these very satisfactory figures, however, hides bad news for the entertainment giant. For the 4th quarter of 2022, the barometer indeed notes that 22% of regular Netflix users share their accounts, which represents only a drop of one point following the arrival of the package with advertising.
As we know, after having largely tolerated this practice for years, Netflix intends to put an end to it. If you do not yet know all the details perfectly, you will have to pay a little more to share your account with an acquaintance who lives outside your accommodation.
Technically complicated, this strategy could come up against the dissatisfaction of subscribers who appreciate being able to share their subscription with relatives. Faced with increasingly constrained budgetary choices, some French people could then make the radical choice to terminate their package.
In March 2022, we relayed this testimony from a Netflix subscriber unhappy with this new deal: “If I have to pay extra for all my family members who use Netflix when they travel or use it at the gym, at a friend’s house at work on their break, etc., I’m going to ditch Netflix. The quality is already not there and the prices keep going up. »
However, the choice of Netflix seems final, and we should see the consequences of this decision fairly quickly.
