Netflix 3Q23 Preview

With Netflix set to report quarterly earnings this week, we’re back with another update on user acquisition and a look at sign-ups by plan type.

Antenna counted more than 2.1M Gross Adds in the U.S. for Netflix in September 2023, and a total of 6.7M Gross Adds in Q3’23. The service claimed 17% market share of Gross Subscriber Additions in the U.S. Premium SVOD category for all of Q3’23, +1pt from the previous quarter.

In September 2023, Netflix claimed 16% market share of Gross Subscriber Additions, demonstrating that acquisitions continue to be strong following the password sharing crackdown. 

Netflix’s “Standard with Ads” Plan accounts for 5.75% of U.S. Subscribers as of September 2023. In July, Netflix ceased offering the “Basic” plan for new customers, which shifted the share of new Sign-ups by Plan Type. The “Standard with Ads” Plan accounted for between 28-30% of new Sign-ups during the quarter.

For more detailed information on Antenna’s methodology and definitions of core metrics, please visit  

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.