when a few weeks ago Netflix Announced the end of shared accounts in Spain fell on the nets. The “Goodbye Netflix” hashtag spread like wildfire on Twitter and TikTok as users uploaded videos of the moment they unsubscribed, signed up for other platforms, accusing the company of exposing it. “sin of greed”.
Until then, it was possible to share accounts between two to four people living in different houses. 13 € and 18 €, respectively. However, that ended on February 8, the day the company became official. your new payment plans: same prices for a single house (the expensive one, 18 euros, with better resolution) and a new house model 5.5 Euros with advertisement. There are over 100 million households sharing their accounts. reduces our ability to invest in creating great stories” The statement made by the company is correct.
“Netflix does the opposite of what it preaches”evaluates Álex Rincón, strategy director of television and audience consultancy DOS30. “Remove shared accounts on the one hand and get people to pay yes or yes. On the other, put ads like traditional television. Exactly what they said they’d never do. They found it wasn’t profitable to have more than one share at such a low price and refocusing on the business model”.
Beyond the complaints of network users, it’s too early to know divergence effect In the Netflix strategy. However, in the absence of a common auditor for all platforms, there is an information that is gaining strength in the studies published by the audience advisors, who are the only source of information: HE Amazon Prime VideoAmazon’s content platform has surpassed Netflix in Spain in market share. This is evident in Kantar Media’s first report on platforms in Spain.
In his second installment released this week, Kantar Six out of ten new subscriptions to platforms in Spain are picked up by Amazon, compared to Netflix, which, according to this data, will only get one. “Consumers in Spain see Amazon Prime Video as better value for money, a metric that has gained importance due to inflation in the last six months,” the report says. Behind it would be HBO, Disney Plus, and most recently, Movistar.
Market share of services, as in supermarkets streaming varies from month to month and between panelists. They’ve been doing their own monthly metrics for a little over a year on the DOS30 and detecting a change in trend in the third quarter of last year According to Rincón, “Prime Video was the leading platform in subscriber numbers with 80%, followed by Netflix with 78%. However, in the fourth quarter this situation was reversed and Netflix took the first place once again.. Too narrow“.
Kantar, manager of Media Francisco Rincón, believes that the change to Netflix’s account policy will eventually hurt its quota. “If not being able to share an account starts to cost you more, there will be someone changing their behavior and How does it relate to the platform?: When he has a TV show he likes, he can unsubscribe and join. In any case, the new inexpensive and ad-supported modality can compensate for some of these losses.
According to Kantar’s preliminary data, “four out of ten new Netflix subscribers chose the new plan, although overall subscriber gain was not significant.” Also, in some countries, Netflix dropped rates to attract new users.
Who watches Amazon?
Its position as the most popular platform in Spain is therefore debatable. this is true Amazon “plays to the advantage”Rincón points out that this mainly serves to avoid paying shipping costs on Amazon orders, as it is given to subscribers when they purchase the Prime subscription. But it also recently put batteries in and started producing a lot of original content. Not surprisingly, Amazon responsible for the most expensive TV series in history: power ringswhose first season cost a billion dollars.
As published by Business Insider, it is considered internally as: It will be the success of this production that will determine its future. as a video platform.
“What is most relevant is a change in perception of Amazon Prime Video that goes hand in hand with quality improvement and redesign. This adds to the idea that it is an interesting platform and A solid alternative to Netflix“, says Elena Neira, a researcher specializing in audio-visual distribution at UOC. drivers [el impulsor] Subscription which is totally different on Netflix and Prime where it is automatic. When you compare the most watched series, you’ll see that Netflix took the first two places with Wednesday and The Crown, followed by Amazon’s The Rings of Power.“.
For Neira, whoever consolidates in the first position, what happened after years of absolute leadership from Netflix, “literary polarization”.
“These are different niches. Amazon, television dads: Gentlemen over forty looking for masculine content. Netflix in the women and youth category. It is strong in romantic comedy, horror and LGBT content. But if he wants to persuade people not to leave, he has entered a dangerous cycle where the amount is not enough. “There should be titles that are aspirational and productive,” he continues.
“At more traditional companies like Disney or HBO, they are committed to wise use of their intellectual property and catalogs they already own. Amazon will be in the middle. Metro buys Golden Mayer to take advantage of the catalog, but recently it has also entered the development line. The thing about shared Netflix accounts will undoubtedly erode some of its subscribers, but it will try to combat that with more content: more Wednesdays and more Squid Games.”
Currently based on DOS30 measurements, The average number of platforms the average Spaniard uses is 4.2. (Considering those who are not paid and those who consume and do not pay). “No one has the monopoly like before,” Rincón concludes. “At some point this will have to explode, because neither family economies can support so many subscriptions nor is there time to consume everything.”