Netflix password crackdown growth continues
AUGUST 24, 2023 12.34 EUROPE/LONDON BY CHRIS DZIADUL

The spike in Netflix sign-ups following the company’s password sharing crackdown in the US in late May seems to be continuing.

According to Antenna, Netflix had 2.6 million gross adds in July. Although this was higher than normal, it was 25.7% less than its record-breaking figure of 128.9% in June.

Significantly, for the second month in a row Netflix led the category with nearly 1 in 5 premium SVOD gross adds.

Antenna points out that some 23% of Netflix sign-ups went to its ad-supported plan, +4pp compared to June, and the highest portion of sign-ups since the launch of that plan in November.

And with Netflix no longer offering the Basic ad-free plan to new and returning subscribers in the US, it will be interesting to see how this impacts the composition of Netflix subscriptions and sign-ups overall in the coming months.