Still, Netflix has enjoyed considerable success recently with Stranger Things Monster: The Jeffrey Dahmer Story, and there’s already a massive buzz around the upcoming return of The Crown. Quality content is still a huge factor when viewers consider which streaming service to keep.
Of course, Netflix cannot (and probably doesn’t) view its ad-supported tier as the only way to reduce subscriber churn. However, there will be people who need to reduce their expenditures, so offering a cheaper, ad-supported plan makes Netflix more accessible and could help boost subscriber retention and acquisition. Currently, most consumers have kept all of their subscriptions, which could be because more people are staying home and, therefore, want entertainment options. However, the cost of living crisis impacts everyone, so people are naturally assessing their costs, including video streaming services. Our research found that almost two-thirds (57%) of consumers have not canceled a single video streaming subscription.
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We found that 58% of the consumers in the US and 60% in the UK don’t mind watching adverts for free streaming services it’s when they are paying for a subscription, no matter the cost, they expect ad-free content. Our survey also found that the services where viewers are happy to tolerate ads are free streaming services.
In the UK, it was a similar figure, with the majority, 58% (rising to 67% in those aged 18-35), saying they would rather pay that little bit extra to remove ads. We recently conducted some original consumer research, which surveyed 3,000 consumers (1,000 in the UK and 2,000 in the US) and found that in the US, over two-thirds of consumers (68%) would purchase a subscription fee to an entertainment streaming service to remove ads. Still, in recent years, it has faced increased competition from Disney+ and Hulu and smaller regional players in local markets. Nobody can deny that Netflix is a powerhouse in video streaming. But are consumers willing to tolerate adverts and still pay for a subscription? From the beginning of November, Netflix will launch an ad-supported tier in 12 countries, allowing its customers to pay for a slightly less expensive subscription plan in exchange for watching around 5 minutes of adverts per hour.
Netflix, the video streaming service that pioneered the subscription video-on-demand (SVOD) business model and became a cultural zeitgeist, recently announced it would introduce adverts to its service. To ad or not to ad? That is the question.
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