Survey Finds Conditional Consumer Acceptance of Netflix AVOD Plans

There appears to be conditional acceptance among Netflix subscribers in the U.S. of the company’s plans to explore launching a lower-priced ad-supported VOD tier, reported Simon-Kucher Thursday. The marketing consultant canvassed 1,000 U.S. consumers in April and May, and among Netflix subscribers in that group, more than three-quarters said they would keep their accounts if Netflix introduces an AVOD tier, said the consultant. For 14% of the sample, acceptance of Netflix’s move into advertising was conditioned on the expectation of no price increases for at least a year, it said. Netflix plans to debut its AVOD offering in early 2023, starting in countries with more "mature" ad markets, said the company this week (see 2207200001).