Netflix is ​​"actively" working on its future cheaper offer with advertising

Europe 1 with AFP 5:46 p.m., June 28, 2022

Netflix is ​​"actively" working on its new cheaper offer with advertising, planned in addition to its existing subscriptions, platform managers in France said on Tuesday during a meeting with the association of media journalists (AJM).

The streaming giant, which had until then defended a model without ads, announced this shift in April, after suffering a loss of 200,000 subscribers in the first quarter compared to the end of 2021, a first in 10 years.

In May, the

reported the company's intention to launch this new service during the last three months of 2022, citing an internal memo.

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No “yet precise” timetable

"We don't have a precise timetable yet," assured Anne-Gabrielle Dauba-Pantanacce, director of communications for Netflix for France, on Tuesday, who refers the press to "latest statements by Ted Sarandos", the director general of Netflix. , last week at the Cannes Lions, a major professional advertising event.

"We are actively working on it, (...) it is a priority, this idea of ​​giving more options to our subscribers in a context of high inflation", she underlined.

From the catalog to the prices, "nothing has been decided yet", she added, referring to a first offer "certainly very different from what we will eventually offer, the time to be able to innovate, test and design what can both enhance our content and respect our members".

Also on the program, the monetization of password sharing.

If nearly 222 million households pay a subscription, the accounts are shared with more than 100 million other households not subscribing to the service, estimates Netflix.

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Media timeline discussions

Concerning the French market, the director of development, Damien Bernet, specified that the discussions around the controversial chronology of the media, already renovated in January, would resume "in September", despite the "progress" represented by the agreement signed by the firm with audiovisual players this winter.

Thanks to him, Netflix can now broadcast a film 15 months after its theatrical release, compared to 36 months previously.

But putting the films "in the fridge for 15 months makes no sense, it does not serve the film above all, and it has no interest for the room", argues Damien Bernet.

Netflix, which will release 25 French productions in 2022, to which are added 20 works in production, will invest this year 200 million euros in French audiovisual and cinema.