If you’ve been following Netflix lately, you know that the broadcaster is shocked right now. Antenna The data show that Netflix saw 3.6 million subscription cancellations in the first quarter of 2022, more than one million more than the company had in the first quarter of 2021 և 2021. This is a significant sign that Netflix is close to losing its lead in streaming. .
While Netflix’s decline has sparked speculation about whether the SVOD (video-on-demand) industry has peaked and is beginning to decline, new data from Antenna confirms the opposite.
Antenna found that US subscriptions in the Premium SVOD category increased by + 4.0% on a quarterly basis և + 24.7% on an annualized basis. The survey shows that there were 37.4 million new gross SVOD customers, a loss of 29.8 million subscribers, leaving only 7.7 million new subscribers in the first quarter of 2022.
The number 37.4 is in line with the last two quarters, but is significantly higher than in 2019 (before Covid-19). The increase is mainly due to the newly created Peacock և Paramount + services, which added 6.1 million or more US subscribers.
For comparison, in 2019, when Netflix և Hulu dominated the market (services like Disney +, Peacock և HBO Max did not yet exist), a total of 10.3 million subscriptions were registered in the first quarter of the year. Mass growth reflects a combined annual growth rate of 54% over three years.
While the growth of subscribers may be high at the moment, the cancellations are also high. Antenna estimates that less than 30 million cancellations were recorded in the first quarter of 2022, which is 12% more than any other quarter in history, or 4.5 times more than canceled three years ago, according to Antenna :
Cancellations may not be a cause for concern as new subscriber additions show that consumers are jumping around in what is also known as disruption-return. Paramount +, Peacock և Disney + accounted for 51% of all new registrations in the quarter. In addition, these three services accounted for the majority of new registrations for Netflix users in the first quarter of 2022.
Peter Fondulas, Director of Hub stated“Netflix Customer Loss in the First Quarter of 2022 և Its Expected Losses in the Next Quarters represent a Small Part of Its Global Subscriber Base. And in fact, at some point, Netflix, a widely used service, has so much room to grow. In our opinion, it would be a serious mistake to take the Netflix experience as a sign that streaming TV services are on the verge of collapse, as some analysts suggest. The allure of exclusive content և The absolute convenience of on-demand viewing are two powerful forces that must sustain the growth of these services, at least in the near future. ”
In the first quarter of 2022, Netflix reported Loss of 200,000 subscribers, making its first subscriber loss in more than ten years. The decline brought the Netflix subscriber base to 221.6 million, up from 221.8 million in the previous quarter. The losses will only continue, according to Netflix forecasts, ս the streamer is expected to lose 2 million in the second quarter.
As Netflix raises prices to all levels of its domestic plan January 2022, a big jump in subscription cancellations was registered. Netflix’s active monthly decline rate was slightly more than 2% January 2019after it raised subscription prices.
Later, Antenna The data show that Netflix’s active monthly release rate increased by +0.95 points on a monthly basis in January 2022, with a jump in prices leading to an active monthly rate of 3%. At the end of March, Netflix’s active monthly growth rate was 3.3%. This suggests that Netflix is coming soon cheaper advertising level The company’s plan is to minimize deviations.
All these data show how unstable the flow market is. It’s hard to predict which service will come next, but established broadcasters like Netflix need to be careful about developing new strategies to attract new subscribers.
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