In addition to the 10 million subscriptions it has in France, Netflix estimates that 5 million households watch its shows without paying thanks to the exchange of identifiers, one of its managers in France said on Friday.
It is with the hope of recovering these households that do not pay that the video platform wants to offer a cheaper subscription formula but with advertising, as it announced worldwide in April.
“We have 5 million households that watch Netflix regularly and pay zero, so we’re wondering how to attract them,” he added.
“Looking for new subscribers”
“The arrival of the announcement will not change anything for the vast majority of subscribers because they will keep their offers”, continues Damián Bernet, recalling that the platform currently offers “three payment offers between 8, 99 and 17.99 euros”.
In a context of inflation, “the 8.99 euros are not available to everyone”, and the offer with advertising will be “a fourth offer” to “seek new subscribers”, he said.
“It is a complementary offer in which there will be advertising but it is not a free offer, we are still a paid player,” he insisted.
In April, Netflix announced that it had lost 200,000 subscribers worldwide in the first quarter compared to the end of 2021, a first in more than ten years.
This prompted it to consider offering cheaper, ad-supported subscriptions within a year or two, and tightening up its free account-sharing system.
The service has 220.67 million paying subscribers worldwide.
Source: BFM TV
