Netflix headquarters in Silicon Valley, Calif.
Stephanie Prange
June 9, 2023
Since alerting subscribers in the United States that it would begin to curb password sharing on May 23, Netflix has had the four single largest days of U.S. user acquisition in the four and a half years that Antenna has been measuring the streaming service, according to the research firm.
Netflix saw nearly 100,000 daily sign-ups on both May 26 and May 27, according to the Antenna report.
Average daily sign-ups to Netflix reached 73,000 during that period, a 102% increase from the prior 60-day average. The jumps exceed the spikes in sign-ups Antenna observed during the initial U.S. Covid-19 lockdowns in March and April 2020, the research firm reported.
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Cancels also increased during this period, but not as much as sign-ups, according to Antenna. The ratio of sign-ups to cancels since May 23 is up 25.6% compared to the previous 60-day period.
These insights are the result of Antenna’s new Acquisition Drivers product which provides clients with more frequent and rapid delivery of daily sign-ups for subscription services.
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