More and more unsubscribes from Netflix are those who have been using the service for a long time. In the first quarter, almost 13% of customers who left were signed for more than 3 years. This is reported by The Information research.
The results of the study showed that a total of 3.6 million users unsubscribed from Netflix in the last quarter. Meanwhile, in the last five quarters, that number was 2.5 million. And unsubscribes continue to grow.
New users make up a smaller proportion of those who have left the service. This shows that Netflix is successfully trying to keep users for a long time. In the second quarter of 2021, 70% of those who unsubscribed were newcomers.
Netflix may be losing users because some movies and shows are just as easy to find on other services. In addition, after numerous rate increases, the subscription price began to lose to cheaper plans from competitors. Netflix also lost about a million subscribers in Russia after leaving the country.
We remind that Netflix has been losing subscribers since the beginning of this year. The company has already announced changes that should help it fix the situation. The service plans to launch a cheaper plan this year and fight against password exchange. In South America, Netflix is testing a feature that will allow cheaper sub-accounts to be added to those who use the service outside the home.