After implementing its crackdown on password-sharing in May, Netflix has seen a significant increase in new subscribers, according to a report by Antenna. In April, the number of gross additions to Netflix’s U.S. subscriber list declined by 12.9%. However, in May, this figure rose by 27.8%, and in June, it recorded an incredible 128.9% surge. Although there was a drop-off of 25.7% in July, Netflix managed to add 2.6 million new U.S. subscribers, following the 3.5 million sign-ups in June. Since the start of the crackdown, Netflix has gained 7.5 million U.S. subscribers, indicating that the company has successfully convinced password borrowers to become paying subscribers.
It is interesting to note that in July, 23% of new Netflix subscribers in the U.S. chose the ad-supported tier called “Standard with ads,” priced at $6.99 per month. This tier allows content streaming in Full HD, with only a few movies and shows unavailable, and supports two devices at a time. In June, 19% of gross additions opted for this tier. July’s statistics mark the highest percentage of U.S. gross additions selecting the “Standard with ads” service since its launch in November.
Moreover, it is worth mentioning that Netflix no longer offers the basic ad-free service in the U.S. Instead, U.S. subscribers can choose between the “Standard” and “Premium” tiers. The “Standard” tier, priced at $15.49 per month, offers unlimited ad-free movies, TV shows, and mobile games, and supports two devices simultaneously. Content is streamed in Full HD, and an additional person can be added for $7.99 per month. On the other hand, the “Premium” service, costing $19.99 per month, includes unlimited ad-free content, supports four devices at a time, and streams in Ultra HD. Additionally, Netflix spatial audio is available, and up to two extra members can be added for $7.99 per month per subscriber.
Netflix stated that they are interested to see how the elimination of the old Basic package will impact the composition of subscriptions and sign-ups in the coming months. In Q2 2022, Netflix exceeded expectations by adding 5.9 million subscribers globally, bringing its total subscriber count to 238.3 million.
In terms of content, some new releases on Netflix include the series “PainKiller,” which focuses on the Sackler family and their promotion of the Oxycontin painkiller. Additionally, the second season of “Heartstopper” has recently been added to the platform.