There are a lot of stories about Netflix right now and the main one is that fewer people are using the platform. Today, Bloomberg UK ran the story Netflix Slowdown Has Multiple Factors, Co-CEO Says.
That Co-CEO, Ted Sarandos, blames inflation/cost of living, TV supplies and getting the heck out of Russia. Getting out of Russia was the right thing to do, but what about sponsoring the right-wing Spectator and former employers of Boris Johnson? Weirdly, they they did that too.
JustWatch, as ever, has some insight. The data here comes from what people are searching for, not the usual click to Google Trends or Keyword Planner but internal searches from their own system.
In the United States, JustWatch Netflix dropped by 2% in market share, with Apple TV+, Disney+ and HBO Max growing by 1%. Amazon is getting close to overtaking Netflix.
In the UK, it’s different, Disney+ grew 1%, but Netflix held firm. We don’t yet see Paramount in the data, and Hulu and HBO never made it work. The top three have 77% of the market.
A factor, one that’s hard to measure, is how bundle deals with ISPs influence the market. For example, in the States, Verizon includes Disney+ for free.
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