Netflix's Basic With Ads Option Off To A 'Modest' Start

Netflix's "Basic with Ads" option is off to a "modest" start, according to research from Antenna.

According to the measurement and analytics company’s research, in November 9% of new Netflix sign-ups in the U.S. went to its Basic with Ads option -- the least popular Netflix plan during the month.

By way of comparison, for the month, 25% of new sign-ups during the month were for Netflix’s "Premium" no-ads/subscription plan, while 24% were for its "Standard" plan and 41% were for its "Basic" plan.

Antenna estimates that only 0.1% of existing U.S. subscribers switched from an ad-free plan to Basic with Ads.

The total share of U.S. Netflix subscribers on the ad-supported tier is 0.2%.

Netflix currently has 73.4 million subscribers in the U.S. and Canada, according to the company.

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Antenna's results exclude free tiers, pay TV providers, telco distribution, and select bundles. 

By comparison, when HBO Max started up its ad-supported option back in June 2021, 15% of its new sign-ups came to its ad-option alternative.

Antenna found that 0.2% of existing U.S. HBO Max subscribers switched to the ad-supported plan in its launch month -- double the rate for Netflix for its subscribers who changed from Netflix's no-advertising plan.

Of all major streaming platforms, Peacock has the largest share of ad-supported subscribers when looking at all its Peacock streaming options, at 76%. Hulu is next at 57%, followed by Discovery+ with 44%, Paramount+ at 44% and HBO Max with 57%.

Antenna says it sources data from data-collection partners, contributing millions of permission-based, consumer opt-in, raw transaction records. 

 
 
1 comment about "Netflix's Basic With Ads Option Off To A 'Modest' Start".
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  1. Ed Papazian from Media Dynamics Inc, December 20, 2022 at 2:03 p.m.

    Makes you wonder how aggressively Netflix is promoting its new ad-free service. Maybe it's pulling its punches so as not to upset its no-ad "loyalists"?

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