In addition to the 10 million subscriptions it has in France, Netflix estimates that 5 million households watch its programs without paying thanks to the sharing of identifiers, one of its managers in France said on Friday. .
It is in the hope of recovering these households that do not pay that the video platform wants to offer a cheaper subscription formula but with advertising, as announced globally in April.
"
We have 10 million subscribers in France
" and "
we have 5 million households who consume Netflix but who do not pay
" because they "
share their accounts
", explained Damien Bernet, development director of Netflix France during the festival. of fiction from La Rochelle.
"
We have 5 million households that watch Netflix regularly and pay zero, so we asked ourselves how to attract them
," he added.
"
The arrival of advertising will not change anything for the vast majority of subscribers because they will stay on their offers
," continued Damien Bernet, recalling that the platform currently offered "
three paid offers between 8, 99 and 17.99 euros
”.
In a context of inflation, "
8.99 euros is not accessible to everyone
", and the offer with advertising will be "
a fourth offer
" in order to "
seek new subscribers
", he said. .
“
It is a complementary offer in which there will be advertising but it is not a free offer, we remain a paying player
”, he insisted.
Read alsoNetflix could raise $5.5 billion in TV advertising by 2027
In April, Netflix announced that it had lost 200,000 subscribers worldwide in the first quarter compared to the end of 2021, a first for more than ten years.
This led it to consider offering cheaper subscriptions, with advertising, within a year or two, and to toughen up its free account sharing system.
The service has 220.67 million paying subscribers worldwide.
