‘54% remain a customer if it is no longer possible to share an account on Netflix’
If Netflix and other streaming services soon prevent users from sharing their account outside the family, 25 percent of Dutch people would take out a streaming subscription for themselves. This is according to a study. Subscriptions with ads are also acceptable to many.
Share account on Netflix
Changes are afoot in the streaming service world. Netflix is investigating ways to prevent account sharing and the service has already announced that it will come with a cheaper subscription with ads. Netflix comes up with such a formula because it is losing users for the first time since this year. And Disney+ also wants to introduce a subscription with advertising.
Now that streaming services are coming up with a new strategy, the question is how consumers will react to this. SurveyMonkey conducted a survey among 1,000 Dutch people. The figures show that 25% of respondents would take out a streaming subscription for themselves if the sharing of accounts with people outside the family were to stop. 29% would switch to a family or group account, meaning a majority of 54% would remain a customer.
A minority of 46% does cancel their subscription to a streaming service that makes it impossible to share accounts outside the family. 25% would switch to a streaming service that does tolerate account sharing and 21% would cancel the subscription entirely.
Inflation pressure and advertising
Furthermore, the pressure from high inflation is also felt, especially among people with lower incomes. Currently, 61% of people with incomes up to 20,000 euros a year are considering canceling or pausing their subscription, compared to 47% of people who earn more.
It is therefore understandable that Dutch consumers are enthusiastic about cheaper subscriptions that come with advertising. 46% of respondents would consider switching to a cheaper streaming plan with ads. Viewer enthusiasm for ads appears to be age-related: 58% of Millennials (aged 26-41) would consider such a switch versus 34% of Baby Boomers (aged 58-76), 42% of Gen X (aged 42-57) and 48 % of Gen Z (25 years or younger).
In a recent AW Poll, a minority of readers admitted to sharing their streaming accounts outside of the family. What do you think of the new strategy of Netflix and other streaming services? Do you take out a subscription for yourself if you can no longer share with friends or are you going to take out an account within your family? Maybe you are considering switching to another streaming service? Let us know in the comments.
