NFLX shares are up 50% over the past year. We have been tracking NFLX and peers with quarterly surveys going back to 2013… so we’ve gotten to know the customer pretty well! Below we highlight some findings from our latest survey related to the two issues we are getting asked about the most recently – account sharing, and the ad-supported tier.
Account sharing is down…
An increasing share of subscribers are on the Standard with Ads Plan…
Among non Netflix subscribers, Standard With Ads is the most likely plan to entice them to become customers in the future…
Netflix got the price point right on Standard with Ads, and it is already building pricing power in the tier!
In all facets, Standard with Ads subs say the tier has been better than expected…
Where did Standard with Ads subs come from? A mixture of higher priced plans, non-subscribers, and folks who were accessing someone else’s account…
For more on Netflix start a free trial to our platform to see more data (summary of key topics covered in our survey below)
Netflix Account Sharing and Usage:
- Do you let anyone living outside of your household use your Netflix account?
- How many people who live outside of your household do you let use your Netflix account?
- What is your relation to the person whose Netflix account you access?
- Who pays for the subscription of the Netflix account you use?
- How important is it to you to be able to share your Netflix account with people who live outside of your home?
- Have you had any trouble accessing the person’s Netflix account you typically use?
- Which of the following would you do if Netflix no longer allowed the person whose account you access to share their account with you for free?
Awareness and Opinions on Ad-Supported Tiers:
- Before taking this survey, were you aware that Netflix has an ad-supported tier with commercials?
- Before taking this survey, were you aware that Disney+ has an ad-supported tier with commercials?
- How likely are you to switch your Netflix subscription to Standard with Ads for $6.99 per month in the next month?
- How likely are you to sign up for the following Netflix plans in the next month?
- Which of the following best describes your Disney+ subscription?
- How likely are you to switch your Disney+ subscription to Basic with Ads for $7.99 per month in the next month?
- How likely are you to sign up for the following Disney+ plans in the next month?
Interest in Streaming Content:
- How much interest do you have in watching the following on Netflix?
- If Netflix took over a mall location near you to create experiences based on Netflix shows, how much interest would you have in visiting?
- How much interest would you have in watching live sports streamed on Netflix?
- If Netflix started offering more live sports events, would that impact your likelihood of remaining a Netflix subscriber?
Password Sharing Behavior:
- Do you share a password with someone who lives in your household, or someone who does not live in your household?
- Have you been forced to enter a code to re-authenticate in the Netflix app on any device you use to watch Netflix during the past 6 months?
- When asked to re-authenticate to get into Netflix, what did you do?
Consumer Spending and Subscription Dynamics:
- How many streaming video services do you think is the right number to be paying for at the same time?
- How much do you think is appropriate to spend on streaming video services, in total, per month?
- At what monthly price point would you decide to cancel your Netflix subscription?
- How much do you spend on streaming video services per month?
User Experience with Ad-Supported Plan:
- How does your experience with the Standard with Ads plan compare to your expectations when it comes to various factors?
- Before you signed up for Netflix Standard with Ads, which of the following best describes you?
- Thinking about Netflix’s ad-supported tier, how many commercials per hour would you consider to be reasonable?
Future Subscription Plans and Expectations:
- For how much longer do you expect to be a Netflix subscriber?
- How likely do you think it is that Netflix will increase prices in the next three months?
- In general, how often do you expect Netflix to increase their prices?
Former Subscriber Insights:
- Former Netflix subscribers – why did you cancel?
- When were you most recently forced to re-authenticate to get into Netflix?