lost a million users in this country after restricting the use of shared accounts

2023-04-28 01:20:36

After the announcement of Netflix to charge for the use of shared accounts (which has not yet been implemented in Colombia), users in some countries where the measure is already in force They have massively canceled their subscription to the streaming platform.

It is the case of Spain, the country in which Netflix lost a million subscribers in the first three months of 2023, according to a report by the consulting firm Kantar.

“The platform nearly tripled its churn rate in the quarter compared to the previous period, and close to half of the users who abandoned the platform said they will not pay for the service”, reads the report published by the consultancy.

In February, the platform announced to users in various countries, including Spain, that I would start charging about 6 euros a month to be able to add an extra user to the main household account. The discontent with the measure was immediately reflected with the drop in its subscribers in the Iberian nation.

“Netflix hopes that many of these users will eventually return to the service by paying a subscription, but the current trend shows that this is far from guaranteed,” Kantar said.

This is because Kantar’s projections for the next quarter are not encouraging for the platform “10% of subscribers who stayed with Netflix say they plan to unsubscribe in the second quarter of the year, a figure well above the average observed in previous quarters”, they pointed out.

Following the announcement to restrict account sharing, Netflix indicated that it was reconsidering the proposal because “we see a cancellation reaction in every market when we announce the news, which It affects member growth in the short term.”

In contrast to Netflix’s figures, the platform that grew the most in that country in the first quarter of 2023 was Prime Video, followed by Sky Showtime and HBO Max. Netflix is ​​in fourth place.

However, in Spain, according to Kantar, the number of households that accessed at least one streaming service decreased 64% (11.9 million) in the first quarter of 2023.