Although Netflix initially reported positive experiences, it seems that subscribers in the larger markets are not accepting with open arms the regulation of family account users, which the world’s largest online video streaming service provider introduced to the subscriber base in a planned manner in several stages.
Although the platform has managed to grow steadily in recent years, the number of reported new subscribers has been decreasing in recent quarters, and the slowdown is explained by several people as the measures taken against account sharing.
According to data from LSEG, Netflix’s growth has been slowing since the first quarter of this year, with the platform gaining 4.82 million subscribers in the second quarter, the lowest number since the first quarter of 2023. In the last quarter of last year, nearly 15 million new subscribers were acquired.
Meanwhile, advertising revenue also increased in the second quarter of this year: it more than doubled to $9.53 billion, the most outstanding result since the second quarter of 2021. The growth is supported by another measure: the platform started rolling out its cheapest ad-free plan at $11.99 per month in some markets (UK and Canada for now).
The move means that users of the Basic package will have to pay more for ad-free access, or accept ad-supported streaming (where possible).
Last November, Disney+, the video streaming service, also introduced restrictions on the joint use of its user accounts. The company essentially copies Netflix’s restrictive measure, which has been widely implemented since last May, one for one.
Source: www.hwsw.hu
