Netflix Added 2.6M U.S. Subscribers In July, Continuing Advertising Momentum Amid Password-Sharing Crackdown, Study Finds
deadline.comNetflix continued to add subscribers in the U.S. at a high rate in July after initiating a crackdown on password sharing in May, according to new data from research firm Antenna.
The streaming giant had 2.6 million gross subscriber additions in July, the latest figures show. The company also saw the highest percentage of new sign-ups going to its advertising tier since the $7-a-month offering hit the market last November.
About 23% of new subscribers opted for the ad tier, a gain of four percentage points over June levels. The overall July gains represented a 26% downturn from June’s record-breaking numbers, but they still show momentum stretching back to the May 23 introduction of paid password sharing in the U.S.
From May 24 to 27, Netflix had its four biggest single days of sign-ups in the four-and-a-half years since Antenna has began tracking its subscribers, outpacing even the 2020 Covid boom.
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