Netflix Is ‘Shifting Gears, and Fast’ to Roll Out Its New Ad Tier

As Netflix pivots to add a lower-priced ad-supported tier, it is taking on its biggest challenge since shifting to streaming from its DVD-by-mail model, observers say, noting that the move to integrate advertising puts Netflix, once a disruptor, in the position of playing catch-up with rivals that have already adapted their business models to include less expensive, ad-supported options for consumers. Netflix hasn’t disclosed pricing for its ad-supported tier, but it will presumably be below the $9.99 fee for its least expensive ad-free tier. Reports are beginning to surface, however, as to ad rates, and they’re not cheap. Continue reading Netflix Is ‘Shifting Gears, and Fast’ to Roll Out Its New Ad Tier

Netflix ‘Better Than Expected’ Q2 Results Include $6B Profit

Netflix is “relieved” over a loss of nearly one million subscribers, according to The New York Times, which proclaims “disaster has been averted” in time for Q2 reporting. Despite the largest subscriber losses in the company’s 25-year history, defections fell short of the two million Netflix had projected in its Q1 guidance. Netflix, now standing at about 220.7 million subscribers globally, told investors it hopes during Q3 to reengage as many as one million of the lost, a bullish outlook considering austerity measures that included layoffs during the first half of the year. Continue reading Netflix ‘Better Than Expected’ Q2 Results Include $6B Profit

Netflix Names Microsoft as Sales and Tech Partner for Ad Tier

After much speculation, Netflix has revealed it has chosen Microsoft to help with configuring and launching an ad-supported subscription tier. Netflix announced plans for the new tier in April, explaining that a partner might be brought in to accelerate the effort and fuel innovation. Microsoft will supply ad-placement technology and ads served on Netflix will be exclusively booked through the Microsoft platform. “Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members,” Netflix COO Greg Peters explained in a statement. Continue reading Netflix Names Microsoft as Sales and Tech Partner for Ad Tier

HBO Max Ad-Supported Tier Bodes Well for Netflix Ad Plans

As Netflix strategizes its rollout of a cheaper, ad-supported subscription tier, industry analysts are citing HBO Max data to predict the plan will be a win for the streaming service. A survey by Insider Intelligence says that 67 percent of HBO Max subscribers are opting for the $14.99 per month ad-free streaming tier, while 28 percent have chosen the $9.99 ad-supported tier. Launched in June 2021, the economy tier offers access to the same movie and series content, but is capped at 1080p and without the convenience of downloading for offline viewing. Continue reading HBO Max Ad-Supported Tier Bodes Well for Netflix Ad Plans

Netflix Considers Advertising Model as Subscribers Dip in Q1

Netflix has confirmed it is considering an ad-supported tier. The news follows speculation at SXSW, and coincides with a quarterly subscriber loss, the company’s first in more than a decade. As a result, “revenue growth has slowed considerably,” reads its Q1 shareholder letter, attributing the lag to “relatively high household penetration” that includes a “large number of households sharing accounts.” Combined with a COVID-induced streaming bubble followed by exploding competition and costs, the landscape has changed, and Netflix is contemplating how to change with it. Continue reading Netflix Considers Advertising Model as Subscribers Dip in Q1

Netflix Debuts Five Games on Android for Global Subscribers

Netflix has released its first slate of mobile games. Available to the global Android market, the inaugural five titles are “Stranger Things: 1984” and “Stranger Things 3: The Game,” both developed by Texas-based BonusXP; “Shooting Hoops” and “Teeter (Up)” from Vancouver-headquartered Frosty Pop; and “Card Blast,” created by England-based Amuzo in conjunction with L.A.’s Rogue Games. The titles were released Tuesday for download on Google Play, then began rolling out on the streamer’s app. Netflix is offering the games as a value-added for subscribers, without advertising or in-app solicitation. Continue reading Netflix Debuts Five Games on Android for Global Subscribers

‘Squid Game’ Propels Netflix to Strong Q3 Subscriber Boost

Netflix added 4.4 million subscribers for the third quarter, beating by 20 percent its forecast of 3.5 million. The company attributed the strong performance of new hits including “Squid Game.” Netflix now boasts a total paid global subscriber base of 213.6 million. Last year, Netflix added only 2.2 million memberships in the third quarter, underperforming expectations. South Korean export “Squid Game,” a dystopian 9-episode drama series, debuted on Netflix in September, becoming a global phenomenon. TikTok videos of people replicating the games went viral, while retailers began stocking show-themed Halloween costumes. Continue reading ‘Squid Game’ Propels Netflix to Strong Q3 Subscriber Boost

73rd Engineering Emmy Honorees Include Dolby and Hastings

The Television Academy has announced the companies and individuals that will be honored at the 73rd Engineering Emmy Awards, among them Netflix co-founder and CEO Reed Hastings, recipient of the Charles F. Jenkins Lifetime Achievement Award, and Dolby Laboratories, honored with the Philo T. Farnsworth Corporate Achievement Award. The awards honor individuals, companies or organizations for developments in broadcast technology. The latest honorees — ranging from creators of high-end special effects tools to systems that help maintain distancing protocols — will be recognized at a live ceremony at the JW Marriott Los Angeles Hotel on October 21. Continue reading 73rd Engineering Emmy Honorees Include Dolby and Hastings

Netflix Still Confident Despite New Rivals and Slowed Growth

In Q2, Netflix added 1.5 million new subscribers, slower growth after a peak at the height of the COVID-19 pandemic. But the company isn’t worried, telling investors that it is “mostly competing with ourselves to improve our service as fast as we can.” “If we do that, we’re confident we can maintain our strong position and continue to grow nicely as we have been for the past two-plus decades,” Netflix said, adding that it doesn’t view any particular assets as “must-have,” and that consolidation isn’t impacting its growth. Meanwhile, the company is facing new competitors in the streaming space. Continue reading Netflix Still Confident Despite New Rivals and Slowed Growth

Roku Expands Advertising, Charts Strategy for New Originals

When Netflix founder Reed Hastings spun out Roku, the streaming video box in development, in 2008 and then sold his Roku shares to Menlo Ventures, he had no idea that this stake today would be worth almost $7 billion. Roku grew exponentially during COVID-19, with its shares rising 480+ percent from March 17, 2020; its market capitalization is now $45+ billion. The company, which went public in 2017, has become the dominant “intermediary” for streaming video distribution, with distribution to 50+ million households. Roku is now focusing on original content while continuing to expand its advertising.

Continue reading Roku Expands Advertising, Charts Strategy for New Originals

Nielsen Unveils The Gauge, a Metric for Streaming Platforms

Global research firm Nielsen has unveiled The Gauge, a new metric for measuring monthly total TV and streaming audiences. The company revealed that, in May 2021, 64 percent of the time U.S. viewers watched content via network and cable TV and 26 percent of the time watched via streaming services. Another 9 percent of the time, they used their TV screens for content recorded on DVRs or playing video games. Nielsen added that streaming was at 20 percent last year and 14 percent in 2019 and that its share could go up to 33 percent by the end of 2021. Continue reading Nielsen Unveils The Gauge, a Metric for Streaming Platforms

Netflix Battles New Rivals, Cracks Down on Password Sharing

Netflix, with 207.6 million global subscribers, still dominates streaming video. But the growing number of rivals, including Disney+, HBO Max, Paramount+, Apple TV+, Amazon Prime Video and Hulu, is beginning to chip away at its position. Netflix reported four million new subscribers in Q1 2021, below the six million it predicted; it expects only one million new customers in the current quarter. It is also cracking down on password-sharing, but co-chief executive Reed Hastings said the process won’t be aggressive. Continue reading Netflix Battles New Rivals, Cracks Down on Password Sharing

Netflix Running Test to Curb Unauthorized Password Sharing

Netflix is reportedly considering a move to enforce one of its terms of service: that a customer’s account credentials cannot be shared with individuals beyond the account holder’s household. The company recently introduced a limited test that displays a warning that reads, “if you don’t live with the owner of this account, you need your own account to keep watching.” It next prompts viewers with three options: to get an email or text verification code to authenticate the account, click on a button to verify later, or sign up for a new account. Continue reading Netflix Running Test to Curb Unauthorized Password Sharing

Netflix Names Sarandos Co-CEO, Subscriber Numbers Grow

Streaming giant Netflix announced that chief content officer Ted Sarandos is now co-chief executive officer with long-time chair & chief executive Reed Hastings. The move is largely seen as clearing the path for Sarandos to eventually succeed Hastings, who noted that the promotion “makes formal what was already informal — that Ted and I share the leadership of Netflix.” The company added 26+ million subscribers in the last two quarters as consumers began seeking more in-home entertainment while sheltering in place due to COVID-19. Continue reading Netflix Names Sarandos Co-CEO, Subscriber Numbers Grow

Netflix Adds About 16 Million New Subscribers, New Content

At the end of Q1 2020, Netflix added 15.8 million new subscribers, more than double the company forecast. The growth spiked in March when people began to be confined due to the coronavirus pandemic, and Netflix stated that viewing and membership growth will decline when those circumstances end. As chief executive Reed Hastings put it, “We, too, are really unsure of what the future brings.” The company is still adding to its stock of original programs, buying the rights to a period piece set in the world of Sherlock Holmes. Continue reading Netflix Adds About 16 Million New Subscribers, New Content