For a while, Netflix reigned supreme on streaming platforms. Thanks to series that are experiencing a worldwide buzz (Orange is the new black, Strangers Things, 13 reasons why), the platform with the famous red N is becoming known. She seduces millions users thanks to attractive prices, an ergonomic application and a well-stocked catalogue. But Netflix is the queen platform without competition. What about today ?
Netflix suffers from competition
We can never to remove this at Netflix. The American company is the first to have believed in this subscription system consisting of making consumers pay in exchange for a catalog of films and series. In exchange for a few euros, consumers have unlimited access to original films specific to the platform that produces and distributes them, or works that it rents in order to be able to distribute them. And for years, it was impossible to deny the success of the platform which wins millions of subscribers every year.
It was without counting on the competition, now aware that there is a buoyant market. HASThus, Amazone is entering the sector with Prime Video, accessible to anyone who subscribes to a premium subscription. The launch prices are lower than those of Netflix, because the catalog is logically smaller.
Disney is also coming quickly with Disney+. The American giant begins the adventure of streaming with a major advantage: a very substantial catalog. Judge for yourself: Disney cartoons, MCU superhero films, the Star Wars franchise, Fox films… And an introductory price once again lower than that of Netflix. Result of the races, the two platforms mentioned are gaining subscribers while Netflix, for the first time, is losing some.
Netflix launches its subscription with… advertisements
To limit the broken, Netflix is not thinking of lowering the prices (which have increased a lot since the launch). No, the company prefers… offer a whole new subscription with advertisements. This subscription will obviously be cheaper. It targets people who have a smaller budget but still want to have Netflix. This new subscription, which will be available in early 2023, will prevent subscribers from downloading content.
The goal is simple : make this cheaper subscription less attractive than the other, classic ones. Not sure that the platform will grow from it, however. Indeed, many Internet users indicate that the films and series produced by the company are less qualitative, and that the catalog is no longer up to scratch. Netflix is saved by its ergonomics copywhile Disney + and (especially) Prime Video suffer on this side.
Less content for the new subscription
If we do not yet know what this subscription will look like, the first news is not the most reassuring. Indeed, and it is Ted Sarandos, the CEO of the company who says it, all the content will not be accessible with this cheaper subscription:
« Today we can include in the new subscription financed by the the vast majority of what people watch on Netflix,” he pointed out. « This is not the case for all [les contenus], and we are in discussion with the studios. But if we launched the product today, subscribers at this price with would still have a great experience.. We will remove some content, but certainly not everything. Don’t consider this a significant barrier to the business. »
One can imagine that the new series and the new films cannot be discovered on the day of their release, but a few weeks later. Or even that certain works can never be seen with this type of subscription. If the idea of paying less is attractive, that of not having access to all the usual services is obviously not unanimous. Especially when criticisms of the platform on classic subscriptions are more and more numerous. And that’s not the last season of Strangers Things that will change that.