The pandemic period was a time of growth for streaming companies in terms of revenues and new consumers using paid subscriptions. People all over the world spent more time at home, and portals such as Netflix and Amazon Prime Video made the quarantine more pleasant. Netflix expected the beginning of 2022 to bring the company new subscribers as well. The company expected 2.5 million new subscribers in the first three months of this year. The reality turned out to be painful for Netflix.
In the first three months, Netflix recorded its first customer loss in this decade. About 200,000 users have resigned from using the platform. This result also translated into a decline in stock prices by around 26% in the first hours after the publication of the report. In order to attract customers again, Netflix may decide to implement similar offer as companies such as HBO or Disney. The idea is to launch a new subscription plan, which would be the cheapest of all Netflix has to offer, but it would involve showing ads while watching the video. Until now, Netflix has persistently avoided such a solution, as confirmed by the company's director Reed Hastings, but as he himself admitted, the most important factor is the customer's ability to choose the right plan for them. Such words indicate that Netflix may eventually decide to launch a new subscription in the future.