A recent study conducted by Antenna reveals that despite Netflix’s efforts to clamp down on password sharing among users, the company has managed to attract new customers in the United States. This surge in user acquisition indicates a promising quarter of expansion within the country.
According to Antenna’s analysis, approximately 2.6 million individuals in the US joined Netflix as subscribers in the previous month. While this estimation doesn’t provide an exact count of new sign-ups, it serves as a dependable gauge for user base growth. In July, Netflix outperformed other paid streaming services in terms of new additions, a notable achievement after a period of stagnant growth in the US. Nevertheless, this figure denotes a decline of nearly 26% in comparison to the substantial surge in new registrations witnessed in June.
Roughly 23% of these fresh subscriptions opted for Netflix’s ad-supported plan, which was introduced in November. The company’s strategy to both curtail password sharing and introduce a more affordable ad-supported plan plays a pivotal role in revitalizing user expansion. These initiatives are particularly crucial for Netflix, as the company faced a decline in subscribers during the first half of the previous year.
Headquartered in Los Gatos, California, the streaming behemoth achieved a net increase of 1.17 million customers in the US and Canada during the second quarter. Consequently, the total count of paid subscriptions in this region surpassed the milestone of 75 million.