Netflix has no plans to directly bundle its service with those of its rivals because it “already operates as a go-to destination for entertainment”.
In its shareholder letter accompanying its second quarter financials, the streamer said its early partnerships with device manufacturers, pay-TV platforms and mobile operators made Netflix “easy to find and use.”
“We haven’t bundled Netflix solely with other streamers like Disney+ or Max because Netflix already operates as a go-to destination for entertainment thanks to the breadth and variety of our slate and superior product experience.
“This has driven industry leading penetration, engagement and retention for us, which limits the benefit to Netflix of bundling directly with other streamers”.
Operator bundling seems likely to continue with platforms in many markets combining the offers of one or more streamers with their own packages for a subscriber discount. In the United States, ESPN, Fox and Warner are also teaming up for a combined sports streaming service.
Global subscribers increased on the quarter from 269.6 million to 277.65 million, a rise of 8.05 million.
Netflix is stepping back from providing subscriber numbers, but said that 18 months after launch its ads tier now accounts for over 45% of sign-ups where it is available.
It has been confirmed that the Basic plan, which is already been phased out in the UK and Canada, will now also be withdrawn in the United States and France.
From September, Barb will measure the Netflix ad supported plan in the UK.
New features for advertisers including “pause” or “keep watching” ads are also being introduced. 60 pause ad campaigns with big brands like Expedia, Coca-Cola, Ford, L’Oréal and McDonald’s have been introduced since a beta went live in May.
