Back in June we wrote about the spike in Netflix sign-ups Antenna observed immediately following the company’s password sharing crackdown that started rolling out in the U.S. in late May. A few months in, has Netflix’s subscriber growth continued?
In a word, yes. Netflix commanded 2.6M Gross Adds in July 2023, which is overall elevated compared to normal, but represents a -25.7% dip from its record breaking June 2023. For the second month in a row Netflix led the category with nearly 1 in 5 Premium SVOD Gross Adds.
Some 23% of Netflix sign-ups went to its ad-supported plan, +4pts compared to June 2023, and the highest portion of sign-ups since the launch of that plan in November. And with Netflix no longer offering the Basic ad-free plan to new and returning subscribers in the U.S., we’ll be interested to see how this impacts the composition of Netflix subscriptions and sign-ups overall in the coming months.
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Brendan Brady is a Content Strategy Associate at Antenna, a measurement and analytics company providing insight into purchase behavior and subscription metrics across the new media landscape.