If Netflix adds an advertising option, one report says a third of Netflix users would consider making changes to that new tier.
In addition, the research -- which comes from The Diffusion Group, a consumer media research company -- says that more than half of those users, at 17%, are defined as “moderately likely” to make the change or “definitely would” change to the new tier. The report comes from a recent survey of 1,292 Netflix users.
The research also says 27% would “definitely not switch,” while 12% would be “moderately unlikely” to do so and 10% would be “slightly unlikely.” On the flip side, 7% said they would “definitely will switch,” while 10% would be “moderately likely” to switch and 15% would be “slightly likely.”
Sentiment over a possible Netflix change comes as traditional and digital media executives have surmised that sharply growing TV production and acquisition costs for the big digital video subscription service will mean changes to its business model.
All this is compounded by new direct-to-consumer (D2C) services coming from Walt Disney, WarnerMedia, and NBCUniversal -- some which have also announced efforts to pull back on popular TV shows in deals they have made with Netflix.