Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Data Drop: Netflix’s International Challenges in 8 Charts

Will AVOD, Price-Slashing, and Localized Content Keep the Streaming Giant in the Lead?

Download
Share
Table of Contents

As Netflix pivots to a more aggressive pricing strategy, the company’s international ventures offer a tantalizing opportunity for growth compared with a saturated US market. However, Netflix will have to navigate local competitors, disgruntled customers, and a tenuous start to its ad-supported streaming tier if it wants to maintain its dominance.

The State of Play

New circumstances spur new tactics. Netflix was able to staunch its shocking loss in subscribers within North America by the end of 2022, but now it’s found a new focus: revenues. Membership growth has slowed in every region since 2021, with Latin America and Europe, the Middle East, and Africa ending last year with less than 5% growth, the US and Canada at -1.2%, and Asia-Pacific at 16.6%—nearly half the speed of the previous year. CEO Reed Hastings cited increasing competition and password-sharing as the cause.

While some tactics predate public subscriber losses, Netflix’s recent moves emphasize its prioritization of earnings over subscriptions:

  • Increasing the availability of mobile-only plans to 81 countries
  • Reducing prices in more than 116 markets
  • Launching an ad-supported plan option in 12 countries
  • Implementing new password restrictions in Latin America, Canada, New Zealand, Spain, and Portugal