In the coming weeks, we will be doing some follow-up work to understand how existing NFLX subscribers and how non-subscribers would respond to a lower priced ad-supported tier. If there is anything specific that you would like us to ask about in the upcoming survey, please let us know and we will be sure to add it.
In the meantime, we wanted to re-flag some data that we have collected historically that may be helpful. In January of 2020 we asked consumers in the US specifically about a potential free ad-supported tier. The ad-supported tier NFLX rolls out will likely be at a lower price (ie, not free), but we thought it was useful context to see what % of non-subscribers would have intereste in an ad-supported model.
We also include some charts from prior work that we have done in India and Japan showing how much underlying demand there is for NFLX at lower price points.
Open Report:Bespoke – NFLX Ad Supported Tier Data