Netflix hit a limit quite a while ago, losing users in two straight quarters in 2022. They reacted with a cost-reduced advertising subscription and at the same time announced that they would take action against unauthorized account sharing. Although this is a long time coming and the development of the measures was anything but problem-free, it will be implemented across the board at the end of June.
But how much does that bring? So far there are only assumptions and no reliable figures. Until now, at least unofficially. Because how Bloomberg with reference to the market research company Kantar, the first figures from Spain are now available.
In Spain, Netflix has already started anti-sharing measures or introduced an additional fee for those who share their access data with other users. According to the Kantar data, this has led to a massive loss of users: According to the market researchers, Netflix then lost a million users – according to Kantar, two thirds accessed Netflix with the access data of others.
Netflix is also losing paid users
The latter suggests that a third of the users who pay for access have also canceled their subscription – presumably because they cannot or do not want to afford the Netflix subscription on their own. “It is clear that this sharp drop is due to the measures,” said Dominic Sunnebo, Global Insight Director at Kantar.
The loss of a total of one million users will also have indirect consequences, as it would also be a blow to Netflix in terms of word of mouth for its shows and service. Whether Kantar’s figures are actually correct or whether one can calculate directly from them is another question. Because they do not, or only insufficiently, take into account whether users are switching to an advertising subscription or are just taking a break from the subscription. And yet: It is conceivable that this Netflix measure will backfire massively.
- Netflix implements measures against account sharing across the board.
- Spain as a reference: One million users lost.
- 2/3 of them used accounts of others, 1/3 quit.
- Consequences: Decrease in word of mouth.
- Measure could backfire massively.
- Unclear if account sharing losses will be compensated.
See also:
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