Netflix, which has experienced great losses in recent months, launched an advertising subscription package with a more affordable price tag in selected countries last month. Likewise, we have seen a similar package on Disney+, HBO Max, Hulu, Paramount+ and Discovery+ platforms.
However, according to new data, this initiative of the platforms did not achieve the desired popularity in the society. A survey by SmithGeiger revealed that only a very small percentage of users consider switching to an advertising subscription.
Percentage of existing users who want to switch to advertising subscriptions on content platforms:
- Netflix: 5.0% (out of 1,539 attendees)
- Disney+: 6.0% (out of 1,142 attendees)
- HBO Max: 5.1% (out of 884)
- Hulu: 4.7% (out of 1,175 attendees)
- Paramount+: 4.0% (out of 767 contributors)
- Discovery+: 8.5% (out of 459)
When we consider this data, we see that only 5.55% of the audience thinks about the package with ads.
There is also interesting data: those who want to switch to an advertising subscription have a higher average income!
The survey also revealed a very interesting result. “Are you considering downgrading a paid streaming subscription to the cheaper, ad-packed package next month?” When the answers given to the question were divided by income groups, the proportion of those who said ‘Yes’ was as follows:
- Those with an annual income of less than $50,000: 11%
- Those with an annual income of 50 – 100 thousand dollars: 13%
- Those with an annual income of 100 thousand dollars or more: 19%
Those who have never subscribed are not very positive about the packages with ads:
Asked only in Disney+, “What is the probability of you subscribing to Disney+’s new package with ads?” The questions given to the question were as follows:
- Almost unlikely: 42%
- Not likely: 15%
- Not sure: 23%
- Possible: 12%
- Highly likely: 7%
Netflix, on the other hand, was happy with the start:
In the past months, a similar news has emerged that only covers Netflix. For Netflix, it was shared that only 9 out of 100 users considered the subscription with ads.
Speaking to The Wall Street Journal on this news, a Netflix spokesperson stated that they were happy with the beginning, contrary to the comments, and reminded that the package was only available in the first days.
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