Netflix sees increase in subscriptions after restricting access

Netflix began restricting account access to a single household per account in the United States on 5/23/2023. In the days following the move, there has been a substantial increase in new subscriptions. The average number of daily subscriptions has increased 183% in the 18 days following the change, compared to the 18 days preceding the change.

Over the same period, Netflix account cancellations have only increased 66%, resulting in the highest rate of net adds seen in the past 4 years.

Update 8/24/2023…

We’re continuing to see elevated subscription rates for Netflix.

Despite a slowdown from the initial surge in subscriptions following the policy rollout, Netflix has continued to see net subscriber gains nearly every single day for over two months. This continues to represent a dramatic departure from the trends prior to the account sharing restrictions.

Update 10/16/2023

While it did seem in August that subscriber growth was returning to ‘normal’ levels (i.e. flat), Netflix saw continued growth in the US in September. Every single day in September Netflix experienced positive net subscriber growth which is actually an increase from August.

Check back for updates as we continue to track Netflix subscriptions and cancellations.

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