#NETFLIX PENETRATION PRICING FREE#

If you would like more information about the insights we shared in this piece and the products that powered them, contact a Comscore expert today. What’s notable is that even with a dip in subscribers, consumption data still shows stability in the number of CTV households that remain engaged with Netflix content: more households watch more hours a month of Netflix than any other CTV service. With these changes ahead and as more streaming platforms enter the fray, Netflix may find itself engaged in an increasingly expensive battle for consumers’ attention. While data shows that non-ad-supported services today hold the attention of a large number of CTV households, services like Disney+ have already announced their intention to change their pricing structure. With more options for streaming content than ever before and pricing increasingly top of mind for viewers, streaming service providers are making pivotal decisions between adding lower-cost ad-supported tiers or keeping a non-ad-supported model. This begs the question, have we potentially reached a tipping point where consumers with a multitude of streaming services will begin to cut back on their subscriptions? As the chart below shows, Netflix’s audience overlap with competitive OTT services** has been steadily increasing. While Netflix is still the most popular streaming platform available, other streaming services are quickly gaining ground. What can we learn from Netflix audience overlaps? Source: Comscore OTT Intelligence™, February 2022, U.S. Reach of non-ad-supported services: 74.7M households in February 2022 Reach of ad-supported* services: 75.3M households in February 2022 Household Penetration Snapshot for Ad-Supported vs.

#NETFLIX PENETRATION PRICING FREE#

This number will only continue to grow in the coming months as more audiences seek out lower-cost or free ad-supported options and subscription providers such as Disney+ introduce ad-supported tiers to offset inflation concerns. Currently, ad-supported services, including Hulu, HBO Max, and Peacock, are winning the streaming battle in terms of reach. The data below shows a comparison of the number of households that watch non-ad-supported services with the number of households that watch ad-supported services. This could be a game-changing move for Netflix considering that nearly half of its subscribers said they would choose an ad-supported plan for $5 less per month, according to a June 2021 survey from Hub Entertainment Research.

non-ad-supported services?Īfter the drop in subscribers, Netflix is exploring adding a less expensive, ad-supported tier to its current offering, following in the footsteps of Hulu and Disney+. The most interesting angle of all this will be if Netflix's newly introduced ad model will be the key to winning back subscribers. non-ad-supported streaming service household viewership and the current state of Netflix’s brand penetration and engagement, and how these overlap with top competitors.

In this blog, we explore ad-supported vs.

Netflix penetration pricing