It is mainly the loyal subscribers who no longer want to be a member of Netflix.
After years of growth, Netflix has reached its peak. The American streaming service will have to come up with new things to grow sales. Advertising and tackling people who share an account are on the agenda, among other things.
In addition to declining growth, there is also a club that is canceling its subscription to Netflix. According to The Information it is precisely the loyal subscribers who cancel their subscription to Netflix. They represent a 13 percent share of all cancellations in the first quarter of this year. The definition of a loyal subscriber is for those with a Netflix subscription of three years or more.
The developments are not that strange either. It is precisely the loyal group of subscribers that Netflix has seen changes over the years. The choice for content, the new developments and of course the price increases. The latter in particular can be a reason to say goodbye to the streaming service.
70 percent of the people in the survey who canceled their Netflix subscription had a subscription to the service for less than a year. And 60 percent of the people who canceled the subscription had only joined last quarter.
Work in store for Netflix to reach and hold the streaming viewer. The ever-growing competition is cutthroat. HBO Max, Disney Plus, Prime and you name them all.
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