Almost half of new subscribers choose the cheapest offer, including advertising

2024-08-15 16:44:00

The diversity of cards is increasing: streaming platforms look more and more like good old television and, conversely, television channels tend to “base” themselves and provide programs to the map. This trend is clearly confirmed in Netflix. The company, which claims 277 million global subscribers in July, has launched its offer with ads in its programs in 2022. This confusion seems counterintuitive to say the least and puts many a skeptical observer. Why pay to view disruptive programs through advertising sites? However, this inexpensive formula (5.99 euros per month compared to 13.49 euros without advertising on the French market) is attracting more followers every day.

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Add to your selections

“Forty-five percent of new registrations worldwide are made this way, and 55% opt for the ad-free option”we explain within the group. In November 2022, this offer has attracted 23 million subscribers and had 40 million at the beginning of July, including 750,000 in France.

If such a platform is available in 200 countries, subscription with advertising only concerns twelve: Germany, Australia, Brazil, Canada, South Korea, United States, Spain, France, Italy, Japan, Mexico and the United Kingdom.

Exits last up to one minute

Programs can often be cut by ten points, fifteen to thirty minutes, sometimes even sixty seconds. [une minute]. No doubt out of pure sympathy for the viewers who watch the series regularly, they were thrown ads during the fourth episode. At Netflix’s Paris headquarters, it is precisely that “Targeting advertisers can be done perfectly, according to all the criteria: by city, by genre (film, series, drama, etc.) by audience position (by selection, for example, only in the top 10), by human department, by organization…” New sponsorship packages are also offered to advertisers.

In some countries, ads with QR codes are also sold, such as product shipments, specified Adring media agency. Furthermore, a recent Kantar study stated that, compared to the French market, “Users in emerging markets are showing greater tolerance for interruptions in exchange for lower subscription costs.”

The partnership concluded with Microsoft to advertising will end in mid-2025 in France, Netflix has created its own team in Paris, of up to ten employees, to take over.