✔️ REVIEWS News – Paris/France.
The services of Streaming will they lose huge subscribers in 2022? Data from consultancy Deloitte suggests so. A horror forecast for Netflix, after all, the platform's growth is already stagnating. Moreover, the giant Streaming is economically much more unstable than many of its competitors. An analysis by Anna Schmid.
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It is a grim forecast that the consulting firm Deloitte presented last December. It says more than 150 million people worldwide will cancel their paid subscriptions to the Streaming in 2022. Migration rates of up to 30% should be possible.
A record that should be alarming, especially for Netflix. After all, the growth of the giant Streaming is at a standstill. Current figures show that Netflix lost around 200 subscribers in the first quarter of 000 – the service had predicted 2022 million new customers. In the current quarter, the company expects a drop of two million subscribers.
The Corona boom appears to be over and Netflix's growth may soon be over as well. Marcus Kleiner, who works as a media scientist at the SRH University of Applied Sciences in Berlin, said in an interview with CHIP: “Even regardless of Deloitte's forecast, Netflix faces major challenges. He thinks it could be difficult for the group in the years to come.
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Netflix “is economically more unstable than many of its competitors”
Netflix has many competitors.
It mainly has to do with the direction of Netflix. Unlike companies like Amazon or Apple, which mainly sell by mail order or sell mobile phones, laptops and smartwatches, Netflix is clearly focused on the Streaming. “As a result, the company is economically less stable than many of its competitors,” says Kleiner.
A look at the market Streaming shows how important this competition is. More and more services have sprung up like mushrooms in recent years – Disney Plus, Apple TV Plus, Paramount Plus or DAZN are just a few examples. Netflix's framework conditions are getting worse and worse.
The giant of Streaming knows it too. Netflix officials have already tried to create new economic pillars, for example with interactive formats. In the 2018 film "Black Mirror: Bandersnatch", for example, users can decide for themselves what happens next. And there are also several children's series that work according to this principle.
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New pillar? Netflix has launched a gaming platform
Netflix has launched its own gaming platform.
Netflix then dared to take a much bigger step in the gaming industry last year. The group has launched its own gaming platform, “Netflix Games”. Formats like "Stranger Things" are also available as online games. Initially, however, there were only five games to choose from and the app did not work on iPhones.
One thing is clear: the gaming sector has potential. As figures from the Association of the German Games Industry show, sales in the games market in Germany alone increased by 32% to 8,5 billion euros between 2019 and 2020. A report of the "Wirtschaftswoche" shows that the market potential is around 200 billion US dollars worldwide.
Kleiner believes that "the game has no commercial connection with the Streaming and therefore it will be difficult for Netflix to establish it as a new mainstay”. However, he still thinks it's important for the band to grow further in the coming years and focus on new projects. He also described it in his book “Streamland”.
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Originals are what makes Netflix so appealing to users
Perhaps the online store that Netflix launched last year is a good place to start alongside its gaming push. Users can order sunglasses from the Netflix series “Emily in Paris” for 260-300 US dollars, but there are also products for other films and series.
Because that's what ultimately makes Netflix so attractive to many users: the originals, i.e. content that can only be found with the Streaming. As "Variety" reports, the group is reportedly budgeting US$17 billion for new content in 2021 alone. If as many subscribers are truly leaving as Deloitte predicts, it may be difficult to keep investing so much money. in new content – and therefore also in its own DNA. A vicious circle that must be broken now.
It's not for nothing that Kleiner repeats that Netflix "needs to grow significantly" over the long term. Even if the expert does not see the group in great difficulty at the moment. “The Netflix brand is strong and is almost equated with the Streaming. But the company should not rest on its laurels. »
SOURCE: Reviews News
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