Netflix still adding new US users after password crackdown

Netflix Inc. has continued to add new users in the U.S. after its crackdown on customers sharing their passwords, according to new research from Antenna, data that suggests the company is on track for another strong quarter of growth at home. Also read: Netflix advertisers commit fewer dollars during upfront About 2.6 million people in the U.S. signed up for Netflix last month, Antenna estimated. Antenna doesn’t measure the exact number of new customers for the service, but it’s a reliable proxy for user growth. Netflix, which had stopped growing in the U.S. for a couple of years, registered more sign-ups than any other paid streaming service in July. The number was a decline of almost 26% from the big jump in June additions, however. Ad Age Media Summit Hear from industry leaders during October event in NYC Register here Some 23% of the new sign-ups were for the company’s ad-supported plan, which Netflix introduced in November. The two initiatives, cracking down on password sharing and offering a cheaper, ad-supported plan, are key to reviving user growth at a company that lost subscribers in the first half of last year. The Los Gatos, California-based streaming giant reported a net addition of 1.17 million new customers in the US and Canada in the second quarter. That brought its total paid memberships in the region to more than 75 million. —Bloomberg News Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here

Netflix still adding new US users after password crackdown

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