🍿 2022-10-31 07:04:01 – Paris/France.
The trend of loss of subscribers that Netflix suffered in recent months it is still ongoing in the country, according to one of the most recent reports from The Competitive Intelligence Unit (The CIU), a strategy consulting firm that highlights a growing market share of other platforms subscription video on demand (SVOD, for its acronym in English), such as Disney + and HBO Max.
In your reporte “SVOD in Mexico: competition and new pricing strategy”, The CIU analyzes the current participation of SVOD platforms operating in the country within the national market. Although Netflix continues to be the platform with the largest share, with 61,1% in the second quarter of 2022, its share of the pie registers a drop compared to its share at the end of 2021, exactly 2,4 percentage points.
"Since the incursion of historical players into the content market (Disney and Warner Bros. Discovery), the launch of more free access alternatives with advertising, as well as the possibility of watching live sporting events, consolidated platforms such as Netflix have lost market share. market and face structural barriers to broadening their preference,” highlights the analysis.
Unlike the losses of Netflix, Disney+, HBO Max and Amazon Prime Video subscribers they continue to increase, with growth of 0,2, 1,0 and 0,5 percentage points, respectively. In total, these platforms represent 30,7% of all SVOD subscribers in the country.
“These platforms have focused on solidifying a strategy based on attractive and differentiated content, promotional rates and affordable prices, bundling with other alternatives for accessing audio and video content, as well as free delivery. on electronic purchases, to strengthen their market footprint”, details The CIU.
Indeed, services like Amazon Prime Video or Paramount+ offer more accessible prices to their users, while Star+ and Disney+ have found a way to generate packages with enticing offers, since in Mexico Mercado Libre offers both services for a single subscription of 99 pesos per month, including other advantages of the platform of sale.
2.4
for cent reduced Netflix's participation in SVOD platforms operating in Mexico
SOURCE: Reviews News
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