Netflix study says nearly half will cancel subscription if prices increase

nme.com:

Netflix‘s users would cancel their subscription entirely if they increased the price of their ad-free tier.The news follows from the streaming platform’s recent announcement that they were raising the price of their ad-free tier once the SAG strike ends.

It was not clear how much prices would be raised, or exactly when this would take place. Netflix declined to comment on the report to NME.In a new study by CivicScience, 39 per cent of users said if Netflix increased the rates of their ad-free account, they would cancel their subscription outright.

31 per cent reported they would subscribe to Netflix with ads; 29 per cent would continue with their ad-free subscription.The study, which was conducted on October 10 and garnered around 4,000 respondents, also spoke to only ad-free subscribers about what they would do.

35 per cent said they would cancel Netflix, 17 per cent would down-grade to the ad-supported tier, and 48 per cent would continue with the raised fees.The price hike will most likely be implemented in the US and Canada first.