Analyst Survey Suggests Most Netflix Users Don't Plan to Subscribe to Apple TV+

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Three-quarters of Netflix subscribers have no intention of subscribing to either Apple TV+ or Disney+ when they launch next month, according to surveys conducted by Piper Jaffray (via CNBC).


According to the investment banker's survey of 1,500 Netflix subscribers, roughly 75 percent don't intend to subscribe to the upcoming rival streaming services, although those who do subscribe to ‌Apple TV‌+ or Disney+ also expect to keep their Netflix subscription going.

"Our survey suggests that the majority (~75%) of Netflix subscribers do not intend to subscribe to either Disney+ or ‌Apple TV‌+. For those that do expect to use one of these offerings, the vast majority expect to also maintain their Netflix subscription," Piper Jaffray analyst Michael Olson said.

"Most existing Netflix subscribers appear to be trending towards multiple streaming video subscriptions, especially as many continue to reduce their spend on traditional TV offerings," Olson said.

The survey should provide some comfort for Netflix investors following news of slowing subscriber growth over the last three months, along with fears about the effect that the new streaming competition will have on the company's stock price.

As CNBC's Michael Bloom notes, optimistic forecasts for Netflix were nearly universal on Wall Street as recently as July, but Netflix stock has since dropped nearly 30 percent and effectively wiped out its 2019 gains.

Amid the challenges, Netflix has been looking at new marketing strategies to help fend off its upcoming rivals. For example, the streaming leader has been offering non-subscribers access to the first episode of its new series, Bard of Blood, for a limited time.

‌Apple TV‌+ launches on November 1, with Disney+ arriving a little over a week after, on November 12. Apple is offering a one-year free trial of ‌Apple TV‌+ to anyone who buys a new iPhone, iPad, ‌Apple TV‌, Mac, or iPod touch.

Top Rated Comments

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14 months ago
I'm a netflix subscriber and I'll not be subscribing to apple tv+, its not any sort of anti-apple thing, I'm also not subscribing to CBS, or the soon to be released NBC. I have to draw the line somewhere and none of the content being promoted on apple will justify my paying additional monthly fee.
Score: 6 Votes (Like | Disagree)
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14 months ago
It's Disney+ that will eat Netflix's lunch.
Score: 4 Votes (Like | Disagree)
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14 months ago
Title should read “...OR Disney+”

Can’t be selectively Apple-focused, or your headlines may seem, gasp, clickbaity.
Score: 3 Votes (Like | Disagree)
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14 months ago
I’m getting the Disney + and Hulu deal combo. Then cancelling Netflix there just too expensive now.
Score: 3 Votes (Like | Disagree)
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14 months ago
I definitely will cancel Netflix for Apple TV+ and Disney +.
Score: 3 Votes (Like | Disagree)
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14 months ago
I think Netflix being the most populair service right now, people are familiar with their content and therefore like what they have (if they haven't already seen all of it). Once all streaming services are up and content is rearranged (heard lots of titles are moving between services), things might change and people might choose based on subscription costs and content.

Apple TV+ won't be too expensive and can probably live alongside Netflix or another service. Once you want a third though, Netflix may be in trouble being more expensive (€11 for HD here). There's probably a psychological limit to total subscriptions costs of around 15-20 euros or so, or are they betting that will move up?
Score: 3 Votes (Like | Disagree)

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