A day ahead of its quarterly earnings interview, Deadline reported Netflix saw a global increase of 5.9 million subscribers. This was well after the streaming platform initiated plans to incur an extra fee for account holders to share a password with a user outside of their household.
“Now that we’ve launched paid sharing broadly, we have increased confidence in our financial outlook,” the company stated in a letter to shareholders via Deadline. Despite the warnings from analysts, the company says cancellation of the service due to the new guideline was very low, especially in the U.S., which saw the program rollout earlier this year. It had already been tested in a few other territories.
“We expect revenue growth will accelerate in the second half of 2023 as monetization grows,” the company stated in the same letter.
According to Deadline, the new password restrictions had the opposite effect on subscribers. Rather than cancel their service, they opted for the $7 ad-supported plan which is a dollar less than the price to pay to share one’s password. The new accounts pushed total subscriptions to 238.3 million giving the company a second-quarter revenue of $1.339 billion dollars. This time last year, the company earned roughly $13 million after a 970k loss of subscribers. To date, the company’s total revenue is just under $8.2 billion.
According to Deadline, Netflix will seek to expand the password-sharing plan to more than 100 countries excluding a few where prices had been previously lowered (Indonesia, Croatia, Kenya and India). This can only benefit the company as it seeks to reap more profit from the ad-supported tier, especially after it recently eliminated the basic ad-free tier in the U.S. and U.K. According to the shareholder letter, the number of ad-tier subscription plans had “nearly doubled.”
Netflix continues to be profitable amidst the ongoing strikes fronted by the Writer’s Guild of America and SAG-AFTRA, which comprises the industry’s actors. Netflix Co-CEO Ted Sarandos detailed his support of both guilds in last quarter’s earnings interview prior to the authorization of the strikes.
“We respect the writers, and we respect the WGA. We couldn’t be here without them,” Sarandos said via Deadline.