It seems that Netflix misses those who left a lot. But his tactics are not very effective.
According to third party data, Netflix has lost 1 million users in Spain, after applying the ban on shared accounts. And he has launched a campaign to get them back.
In 2022, Spanish Netflix users reached 9.6 million, according to Statista. So we can say that, after applying the end of shared accounts, Netflix has lost 10% of users in Spain.
These are data that do not seem so bad for the majority platform. If, as stated at the time, more than 40% of the accounts were shared in Spain, that means that most have decided to pay to continue on the platform.
AND Netflix saves money on server electricity and occupied bandwidth by eliminating that 10% that used the platform without paying.
But at the level of marketing and shareholders, it is disastrous newsbecause the platform is interested in “bragging” about a large number of users.
Netflix’s campaign to recover users
It is natural that users sign up and delete them every day, many people subscribe for 1 or 2 months to see a certain series, and then they delete themselves, to return later. That is why Netflix and the rest do not usually insist on those who leave.
But it seems that things have changed. There are Twitter users who are showing the avalanche of emails that Netflix has sent them these days, for them to come back:
As we can see, several emails a week asking the user why he doesn’t come back.
Curiously, in all of them Netflix uses its advertising plan as a hook, which costs 5.49 euros. An ad-supported plan that is not very attractive to many people because you have to swallow 10 or 12 ads an hour, even in the middle of the content, and for 2 euros more per month you save them. What a coffee is worth.
Whoever has seen all the programming without limits for free, we doubt that they want to return paying for ads… Even less if you have a 4K TV, since the ad-supported plan limits you to 1080p.
We are not very clear that filling the mailbox with advertising is the best way to recover users. But it seems, that’s what Netflix Spain is doing right now. We’ll see if it really works…