The streaming war is raging all over the world, and a week ago it was experiencing a turning point. Since last Tuesday, subscribers in Spain had to determine the main location of their Netflix account through the connection of the device or the application to an IP address, and start paying a supplement for each accessory account.
Many viewers made a drastic decision: leave the platform. Greg Peters himself, co-CEO of Netflix after the departure of its founder Reed Hastings, anticipated that the end of shared accounts would bring "a cancellation reaction." Perhaps to prevent the bleeding of users from causing a greater crisis, Netflix has decided in recent days to cut its prices in a hundred countries.
According to Ampere Analysis research, these territories, which span Central and South America, Sub-Saharan Africa, the Middle East and North Africa, Central and Eastern Europe and Asia Pacific, will have discounts for the basic level of between 20% and 60%. , with a price drop that will be activated instantly for new subscribers but also for existing customers. Days before, the Wall Street Journal had already announced a discount in thirty countries.
However, Netflix does not plan to reduce its rates in North America or Western Europe, its most mature markets, so it does not seem that Spanish consumers will notice a big change.
Amazon Prime Video has established itself as the "number 1" streaming service in Spain, with 61.5% of all new video subscriptions in the last quarter of 2022. However, between September and December, Netflix experienced a "slight increase" in new subscribers thanks to the launch of its basic plan with ads, reports Servimedia
This was revealed by the Entertainment on Demand study published by Kantar in mid-February and which "discovers" the main behaviors within the video-on-demand market in the fourth quarter of last year in Spain, according to the company in a statement.
Between September and December 2022, the number of households that accessed at least one streaming video service in Spain fell by 224,000 compared to the previous quarter, which represents 12.2 million or 65% of households and households with video on demand accessed an average of 3.3 different streaming video services, with Prime Video and Netflix being the "most popular" combination, with 11% of households.
Additionally, 2.1% of Spanish households signed up for a new video-on-demand service in the last three months, with Amazon Prime Video accounting for 62% of all new subscribers and the proportion of consumers planning to cancel one or more services. video-on-demand in the next quarter dropped to 17%.
According to the criteria of The Trust Project
