Netflix has said it’s looking at an ad-supported tier that would cost less. Netflix could not be reached for comment. “Until the past two quarters, it has defied market concerns for its billions in debt that funded the content spending to pursue that objective.” “To date, Netflix has driven a tightly constructed narrative around a subscription model only, and the objective of ‘we want to entertain the world’,” says Rosen. But now, Rosen says, the landscape has changed. Netflix rose to prominence by doing just that-with original hit shows like Orange Is The New Black, delivered ad-free. These factors may add up to troubling news for streaming services trying to stand out among the crowd. households say they plan to cancel a paid streaming video service, according to research by Kantar. consumers that its standard two-screen service would rise to $15.49-the second price increase in two years. If in 2020, we took six or seven services, do we need them all now?”Īs consumers grapple with higher costs for basics like food and fuel, services like Netflix are hiking prices. Rua Aguete says: “Inflation is going up, the cost of living is going up. is doing little better, with inflation at a 30-year peak. United States inflation has hit a 40-year high, while the U.K. “With gas and electricity bills going up massively, you almost worry about switching the TV on at all,” says Emma Heath, 52, of Northampton, England, who recently cancelled Netflix, along with her satellite TV. But it’s not just younger generations-cost of living increases are squeezing users of all ages. If Netflix broadens some of its account-sharing restrictions, it may be particularly hard on younger people who are used to sharing Netflix passwords. And for the first time, the most avid users of Netflix are likely to be those aged 24 to 44 in some markets, rather than those aged 18 to 24, according to research firm Ampere. This issue was also noticed by consulting firm Deloitte, in its 2022 digital media trends survey. Rosen, founder of streaming service analyst PARQOR, and a former Viacom executive. “If there is a reckoning coming, it’s because all emerging data suggests millennials and Gen Z are not only less interested in streaming TV and film than the previous generation, they are also consuming more content on YouTube and TikTok,” says Andrew A. has reached a ceiling,” says Rua Aguete.Īt the same time, there’s a potential generational shift. “The number of video streaming services in the U.S.
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