For many users it was a bad decision with which they decided to unsubscribe, or at least that is what was said at first. But the commitment to ad-supported rates on streaming platforms works, and quite well. At least that’s what the numbers say. Not only for Netflix, but also for Disney+.
At first it is possible that users did not like this decision, especially since these types of rates came with changes such as limiting accounts. However, advertising-supported plans, being much cheaper, have become one of the favorite options among people who want to watch streaming content.
Who subscribes to the plan with ads
Not all people want subscribe to Disney’s advertising-supported rate+, but there are different profiles that show what the consumption patterns are and how this particular model has evolved over time. For example, Netflix already has more than 70 million subscribers in its ad-supported subscription plan worldwide. On the Disney+ side, specifically in Spain, 19.7% of accounts are subscribed to this cheap plan. So it is a good figure, taking into account that Netflix adds 20.5% under this same modality.
Now, why do you decide to go for a plan with advertising? This is where the user profile comes into play. First of all, there are people who occasionally consume some streaming content, so they barely pay attention to the ads. Secondly, there are those who want to save and always seek to hire the most economical option, whatever it may be. And finally, those people who want to try this model with advertising and see if it is worth it or not.
The ban on sharing accounts influences
Without a doubt, one of the different reasons behind this success is the fact of applying other restrictions. Specifically, the action of platforms to ban shared accounts. It first started on Netflix, and Disney+ was next.
For this reason, 32% of subscribers shared an account, so they had to create their own and subscribe under this cheaper modalitywhile 10.7% accessed the platform through someone else’s account. So once the option to share passwords has been restricted, they have had no choice but to pay for a subscription on their own.
If you take into account both the user profile and the limits of Disney+, you can see how this subscription model will continue to grow. This has caused up to 22.8% of users of this streaming service to decide to switch from an ad-free rate to the ad-supported option. Furthermore, it is expected that this percentage will continue to grow in the future, not only due to the limitations, but also due to the different price increases that have occurred in recent times. In any case, up to 25.9% of users are not going to switch; 27.8% would only switch if it were free and 12.7% do not have it in mind, but believe it could be an alternative later.
