Analysis: Netflix password crackdown still boosting sub

August 24, 2023


By guest author Colin Mann from Advanced Television.

Analysts at insights firm Antenna have sought to establish whether the spike in Netflix sign-ups they observed immediately following the company’s password sharing crackdown that started rolling out in the US in late May 2023 has continued.

“In a word, yes,” asserts Brendan Brady, Content Strategy Associate at Antenna, noting that Netflix commanded 2.6 million Gross Adds in July 2023, which is overall elevated compared to normal, but represents a -25.7 % dip from its record breaking June 2023. For the second month in a row, Netflix led the category with nearly one in five Premium SVoD Gross Adds.

Some 23 % of Netflix sign-ups went to its ad-supported plan, +4pts compared to June 2023, and the highest portion of sign-ups since the launch of that plan in November.

“And with Netflix no longer offering the Basic ad-free plan to new and returning subscribers in the US, we’ll be interested to see how this impacts the composition of Netflix subscriptions and sign-ups overall in the coming months,” concludes Brady.