The Antenna firm, which keeps tabs on the daily number of new Netflix members in the United States, noticed a record peak in subscriptions over the four days following May 23. As a reminder, on this date, Netflix sent a message to its users warning them that they would now have to pay to share their subscription with a person outside the household, a practice previously tolerated or even encouraged by the platform.
A word to Brendan Brady from Antenna
Did the positive trend for Netflix continue afterward? “In a word, yes,” says Antenna’s Brendan Brady. In July 2023, the market research organization observed 2.6 million additional subscribers, a high figure for this time of year. Note that 23% of these subscriptions concern the new option with advertising, i.e. 4% better than in June, and the highest figure observed since the launch of this offer last November.