Netflix this week revealed it is raising its prices in the US by 13-18 per cent, its largest price increase ever. To gauge subscriber reactions, StreamingObserver commissioned a survey which produced some stirring results.

Most notably, over a quarter subscribers (27 per cent) claim they could cancel Netflix due to the price increase, while 3 per cent say they definitely will cancel.

Other findings include:

• Another 10 per cent of subscribers plan on downgrading their plans to offset rising prices
• 65 per cent of subscribers would consider a discounted ad-supported plan, similar to Hulu
• Within a day of the announcement, 61 per cent of subscribers were already aware of the price increase

Graphs and methodology can be viewed here.

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Categories: Articles, Consumer Behaviour, Premium, Research, VOD