Back in June, Netflix registered a spike in sign-ups immediately following the company’s password sharing crackdown that started rolling out in the United States in late May. A few months in, Netflix subscriber growth has continued, Antenna revealed in its latest report.
In detail, Netflix commanded 2.6 million gross adds in July 2023, which is overall elevated compared to normal, but represents a -25.7% dip from its record breaking June 2023. For the second month in a row, Netflix led the category with nearly 1 in 5 premium SVOD gross adds.
Some 23% of Netflix sign-ups went to its ad-supported plan, +4 points compared to June 2023, and the highest portion of sign-ups since the launch of that plan in November. With Netflix no longer offering the Basic ad-free plan to new and returning subscribers in the United States, it remains to be seen how this impacts the composition of Netflix subscriptions and sign-ups overall in the coming months.