Report: Netflix’s ad-supported plan not doing so well in the US

Figures from subscription analytics firm Antenna suggest the new plan launched last month hasn’t been successful

Image by yousafbhutta from Pixabay

When Netflix launched its cheaper, ad-supported plan last month in several countries, there was a glimmer of hope the streaming giant could boost its new users’ intake amid disappointing financials.

As per a recent report from subscription analytics firm Antenna, the new $6.99 plan hasn’t done so well thus far in the U.S.

Here are some key points:

• During November, the ad-supported plan accounted for 9% of new Netflix sign-ups.
• 57% of ad-supported tier members were either returning or signing up for the first time.
• 43% downgraded from more expensive plans.

Not the big new user conversion rate Netflix was expecting…

This story was first published on The PhilaVerse (my Substack newsletter).