New Ad-supported plan works for Netflixat least in Spain. According to a study by Kantar, 4 out of 10 new subscribers chose the ad-supported option. The subscription, which debuted in the country in early November, allows access to a catalog of series and movies for €5.99 per month.
Research results Entertainment on request understand the behavior of the market in the fourth quarter of 2022. It shows that the Netflix Basic plan with ads has become a popular option among new users. However, his release it was not enough to increase the subscriber rateas Netflix took only 10% of new subscriptions.
The cheap Netflix plan with ads has been launched as an alternative for those on a budget. Although the first data in Spain is positive, its performance was not significant in the rest of the countries. Report Antenna showed that only 0.2% of total US Netflix subscribers opted for an ad-supported subscription.
From my side, digital day In December, it was reported that Netflix was refunding advertisers because promised audience targets weren’t met. During the first month, the ad-supported plan served only 80% of ad views.
The idea that Netflix Basic with ads would spur new subscriptions didn’t pan out.At least in the first months.
Ad-supported Netflix plan is popular in Spain despite its limitations
There can be several reasons for this, although the most obvious is that non-competitive option to attract new users. In terms of price, it’s only 2 euros (30 Mexican pesos) cheaper than the ad-free option. While both devices have the same playback quality and number of active devices, Netflix Basic with ads Doesn’t allow you to download series or movies.
This feature is very important for users who constantly travel or live in regions where the Internet is unstable. Opportunity it is not possible to download one or several episodes of your favorite series to watch them later in terms of advertising. Plus, the content catalog is 5-10% smaller compared to the rest of the plans.
Notwithstanding the above, Cheap, ad-supported Netflix plan seems to be popular among new subscribers in Spain. If the numbers turn out this year, the company can unleash a spiral of economic losses experience from previous quarters. An ad-based subscription can also be an alternative for those who can no longer share their account.
Kantar’s study also provides interesting data on Disney+, which became the most important service in the last quarter of 2022. by capturing 20% of subscribers in video streaming services. Platform surpassed HBO Max in the race for third place in Spainalthough the analysis was carried out before the premiere Last of us.
He The big winner in the streaming war is Amazon Prime Video., which accounted for 61.5% of new subscriptions. This was made possible thanks to such series as The Lord of the Rings: Rings of Power And boysand the perception that it has an increasingly better value for money. According to Kantar, one in ten new Prime Video subscribers came from a competing service.
Source: Hiper Textual