Streaming service Netflix has been offering cheaper subscriptions since November, saving users money but also watching ads. However, according to subscription analytics firm Antenna, the new program didn’t exactly take off in the US in its first month of release.
It’s been announced for a long time, and since November 3rd it’s now available in Germany and the US: Cheapest Netflix subscription, but viewers should be satisfied with the ad. Subscribers can save three euros or three US dollars with the new rate. However, there are four to five minutes of commercials per hour. In the US, the new subscription reportedly saw little success in its first month.
Advertising subscriptions are still very low in the US
According to subscription analytics firm Antenna, only nine percent of Netflix’s new subscriptions in November were attributed to cheaper ad rates. Of these, about 57 percent were repeat or first-time users of the service. Another 43 percent were customers who downgraded from one of the more expensive plans. In the US, an ad subscription costs $6.99 per month. More expensive plans range from $9.99 to $19.99 per month.
According to Antenna Estimates, 0.2 percent of Netflix subscribers in the U.S. were using the ad-supported program at the end of November. In the U.S., the streaming company’s total new subscribers were lower in November than in October.
However, according to Netflix, the analytics company’s numbers are not accurate. “We’re still in the early stages of our ad-supported offering, and we’re excited to introduce advertisers’ commitment and interest in partnering with Netflix,” a spokesperson said. However, according to other media reports, the streaming service is said to be refunding its advertising partners. The number of users using the new ad subscription is said to be very low.
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