Nearly half (46%) of current Netflix subscribers would consider a change to the platform’s ad-supported model, according to a survey of 1,300 current users conducted by Samba TV and Harris X. In this move to skew the older and make the per capita less, Gen Z respondents are the least interested (at 38%) in switching.
As reported earlier this month, Entangled Streamer plans to launch its ad-supported pricing tier in November, ahead of competitor Disney+’s debut of its ad-supported model in December. Additional details on pricing haven’t been announced yet, but TechCrunch Estimate That cost can fall to between $7 and $9. (Currently, the basic Netflix plans are $9.99 per month with Standard and Premium price ceiling Despite mixed opinions on the matter, data collected by Samba TV and Harris X indicates that the tier will not present any risk to the company.
Roughly half of Netflix users (45%) said they would consider switching to a tiered discount that they currently pay for, as long as the ad total is five minutes or less per hour. More than half (51%) would have made a deliberate change that the service should be free (an unlikely scenario).
Another breakdown by age and income published that most Boomers (52%) and nearly half of Millennials (48%) would be interesting in shifting to the advertising level, while Gen Z, who grew up more or less on advertising-free streaming, less inclined to do so. Additionally, most of those earning less than $75,000 expressed interest in moving to the tier as opposed to less than half (42%) of those making more than that amount.
Add tier also opens the way for Netflix to bring in more subscribers; According to a survey of 1,200 non-subscribers, nine in 10 non-users report already viewing ad-supported streaming content, with 1 in 3 being under the age of 35.
“The exciting value proposition from Netflix’s upcoming advertising model lies in the potential it offers to bring in net new or lapsed customers,” said Ashwin Naveen, CEO and Co-Founder, Samba TV in a statement. “9 out of 10 adults who do not currently have a Netflix subscription watch other ad-supported content today, indicating that these viewers are not averse to watching ads in exchange for free or reduced-cost content and The prime candidates to turn to Netflix’s new ad are the pro-level.”
In total, Samba TV’s survey, along with the Harris polling firm, collected data from more than 2,500 US adults from August 29 to September 1. The sample margin of error in the survey is plus or minus 2.0 percentage points. The results reflect a nationally representative sample of US adults, with results weighted by gender, region, race/ethnicity and income, where needed to align them with their true proportions in the population.
