Madrid (EFE).- Netflix lost a million subscribers in just over a month in Spain after implementing a policy last February to control the use of shared accounts among users, according to data published on Wednesday by the consultant Kantar.
Specifically, the video-on-demand (VoD) platform almost tripled its abandonment rate in the first quarter of 2023 compared to the previous period and around half of the users who unsubscribed said they did not intend to pay for the service. .
From the consultancy they point out that, although the loss of some users was to be expected, running out of more than a million will have important consequences for Netflix and “will influence their decision to continue with the measure worldwide.” In addition, they consider that it will be key for the company to monitor how many return in the coming quarters.
Between January and March 2023, the number of households that accessed at least one online service fell by 292,000 compared to the previous quarter, to 11.9 million, 64% of the total.
For their part, 4% of Spanish households contracted a subscription video-on-demand service, of which Amazon Prime Video captured 34% of the total, followed by SkyShowtime, which after entering the market during the quarter took over nearly one in three new subscribers.
They were followed by HBO Max (9.2%), Netflix (6.6%), Disney Plus (5.5%), Dazn (5.5%), Apple TV+ (2.9%), Movistar Plus+ ( 1.1%), Filmin (0.9%), Atresplayer Premium (0.7%) and Discovery+ (0.6%).
From the consultancy they point out that, in the case of SkyShowtime, it benefited from the offer at half price forever that it launched as a launch promotion. Likewise, he considers that Prime Video is “well placed to see an increase in participation in the coming quarters.”
In the case of content, the HBO Max series The Last of Us was the most watched in the quarter, followed by The Snow Girl and You, both from Netflix.