Netflix, the US leader in video streaming with 151 million subscribers worldwide, has recently opted for a new strategy and stopped offering its free trial month in France. Until now, the video-on-demand platform has been recruiting its future customers by offering them a free one-month trial. But since February 2020, there has been change…
The platform's strategy:
Instead, Netflix offers each new user with a subscription to enjoy the higher plan level for one month at no additional cost, as well as a movie for non-subscribers. As a result, after the cartoon Klaus, it is the turn of the romantic comedy To all the boys I loved, production of the platform, to be highlighted, knowing that the duration of availability is very limited. The spokesperson of the group justifies this choice of strategy, "We are constantly exploring different forms of promotion to attract new members", as well as their tests of increasing package prices in 2019. The France as well as Mexico, Belgium and Spain were affected by this measure. As a reminder, the Essential subscription (1 screen, SD) is €7.99, the Standard formula (2 screens, HD) is €11.99 and the Premium plan (4 screens, Ultra HD) is €15.99 per month. While other SVOD platforms are coming (Disney+ and HBOMax, in addition to Amazon Prime Video, Canal + Series, OCS or Apple TV), Netflix has every interest in gaining new subscribers, allowing it to obtain more funds and produce more original content, in order to keep its leading position. We will have to wait and see if this is not once again a new full-scale test or a sustainable strategy. In the meantime, the world leader in SVOD may agree to comment on this change. 
