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Netflix’s
NFLX,
new ad-supported plan was the least popular tier of its service in November, the first month in which the streaming giant offered it, according to subscription analytics firm Antenna.
The plan accounted for 9% of new Netflix sign-ups in the U.S. during the month. Some 57% of subscribers to the ad-supported tier in the first month were people re-joining the service or signing up for the first time, while 43% downgraded from pricier plans, according to Antenna.
The goal for streaming services that launch lower-cost, ad-supported plans typically is to recruit as many new users as possible, while minimizing those who trade down from more expensive plans.
Warner Bros. Discovery
WBD,
-owned HBO Max, which launched its own $9.99-a-month ad-supported plan in June 2021, had stronger early results, according to Antenna. HBO Max’s ad-supported plan accounted for 15% of new U.S. signups in the first month, and only 14% of the new customers were downgrading from its premium tier.
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