Netflix’s ad-supported tier is reportedly off to a slow start

Netflix logo illustration
Illustration by Nick Barclay / The Verge

Only nine percent of new Netflix subscribers in the US opted for the streaming service’s new ad-supported streaming tier last month, according to data from analytics firm Antenna. That’s compared to the 15 percent of new signups that reportedly opted for competitor HBO Max’s ad-supported subscription during its launch month in 2021. Netflix’s “Basic with Ads” plan launched on November 3rd at $6.99 a month, compared to between $9.99 and $19.99 per month for an ad-free subscription.

The figures aren’t surprising after Digiday reported that Netflix has returned money to advertisers after failing to meet viewership guarantees by as much as 20 percent. But the new data is more evidence that Netflix’s transition from a solely subscription…

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Author: Jon Porter