2024-04-18 23:58:15
The platform had already started 2024 with a bang with 13 million additional subscribers during the holiday period, thanks in particular to the stricter policy regarding the sharing of accounts between users and the cheaper subscription with advertising.
To read: Once once more on the rise, Netflix is preparing to raise prices like never before
“Netflix continues to screw up its competition. It gained more subscribers than many analysts, including myself, predicted,” replied Ross Benes of Emarketer. “This indicates that password sharing was even more common than previously thought, as Netflix continues to convert parasitic viewers to paying users.”
Release of successful series
However, the analyst warns that the streaming service “risks losing its spirit of innovation” if it becomes more selective in the production of content to save money.
This year, the sector’s pioneer will be able to count on new seasons with successful series, such as Bridgerton and especially Octopus gamethe South Korean series where contestants risk their lives in cruel children’s games in the hope of winning millions.
Also read: In China, Netflix’s flagship series “The Three-Body Problem” splits
The platform also unveiled last month a new series produced by the creators of Game of Thrones, the 3-body problemadapted from a major bestseller in China, which evokes a parallel world of humanity that has established connections with an extraterrestrial society.
activity, a key driver of Netflix’s growth
But Netflix no longer just has to fight to attract and keep viewers’ attention, it also has to seduce advertisers, notes Mike Proulx, vice president of Forrester.
Most streaming platforms now offer a subscription plan with advertising, so “brands now have more opportunities to invest in media and Netflix has to compete for a share of these budgets”, emphasizes the research director.
In January, the company signed a ten-year broadcasting deal with the American professional wrestling league WWE, for 5 billion dollars. In March, it announced a partnership with Most Valuable Promotions for a fight between YouTuber and apprentice boxer Jake Paul and ring legend Mike Tyson, which will be broadcast live on the platform in late July.
Read more: Wrestling, the epitome of sport according to Netflix
“We’re at 23 million active monthly users” of the ad-supported formula, Greg Peters, co-general director, said on a conference call in January. He explained that his group wants to grow its advertising business, but does not expect it to be a major driver of revenue growth this year. “I would say we have many years of work ahead of us before advertising has a significant impact on our overall business,” he added.
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