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Netflix removes its basic tier in the US and the UK

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Netflix removes its basic tier in the US and the UK | TechCrunch

105 comments
  • Everyone here seems to think this'll be another nail in their coffin. But I'm not sure. As far as I know, they're the only steaming platform that's actually profitable. Plus any current users of that plan are getting grandfathered in, so they're just removing the option for new people which I think is pretty normal for services to do.

    Only they know how many people are on the 720p plan. And I'd bet they've run the numbers to know that they'll make more revenue from new users who sign up for the higher tier than the revenue lost from users no longer being able to select this plan.

    • Profitability is a funny thing, especially with internet services and such. Some companies launch and raise money hand over fist without even having a revenue plan in place - I had a family member who proudly boasted about how he was going to short google at their ipo because they were obviously going to crash hard and were all hype. Other companies have a model for revenue but choose to concentrate on growth instead. Amazon skirted profitability for years as it sank its money into infrastructure and kept its prices low.

      Companies can have staggering valuations because of the prospect of growth, and profits (depending on where they are coming from and what you’re doing with them) may not contribute to that perception because that’s money nominally not going into headcount, r&d, etc. This is especially true of streaming services that are rising on the backs of other profit centers, such as Disney. Hollywood accounting is an entirely separate beast anyway.

      Ultimately, the importance of profitability is decided by the stakeholders - the large investors, board, and c-suite. If people are happy with the growth model and performance, they’re not going to care as much about the balance sheet. Stock prices stay up. If money starts to get tight, stock prices will fall and the company will go into cost cutting.

      All of which is to say that if Netflix starts to lose customers, it should probably get pinched. They’re going after new markets and developing new IP, but the space has become really crowded over the last several years. They’re not going full Musk, but they are making decisions that will affect growth and retention in a per-customer revenue grab. To me, that means they’re having accounting issues and they’re hoping their continuing IP investments and international growth (where they might still be losing money) will be paid for by the customers they do manage to hold onto.

      As a customer who subscribes to at least ten streaming services, I’m probably going to just start rotating monthly. That will save money, give me enough time (and focus) to catch up on the series I actually want to finish, and at least theoretically let me show a reaction to the price hikes.

      • I mean, the essential problem is the streaming video services don't have close enough to "everything" that the streaming audio services have. So you essentially fragment your market. You basically become a specific niche (in a way) because you can't appeal to "everyone" because you can't afford to make a popular version of "any show". This tied with people already wanted to shrink their cable bill so most people DO NOT WANT 10 streaming services. Even if they have the money to burn, they will feel (like you do) that they can't possibly make use of 10 streaming services worth of content. So you start to be choosy about what shows you want to watch, and probably start to lose FOMO because it's so fragmented there's just not that many "everyone is watching the show and I want to talk about it with them" that used to make appointment TV. I.e. there's less peer pressure to talk about any given Netflix (or Hulu, or P+ or D+ etc) show, so you might well think "hey, that's something I might like, but it's like not important enough for me to pay to see it or plan to see it." And today, if you aren't scheduling it - I'd say there's a good chance it'll be like that 500th book you got at the local book sale for $0.50 that "you definitely plan to read" that's been sitting at #500 for the past 10 years.

        What's even worse is unlike in the 80s when cable took off is that there's so much content and competition that people probably aren't even watching as much "TV" as they used to. I already mentioned books, but there's comics, graphic novels, forums like this, YouTube, Anime (a big portion of a whole other cultures collective TV series added in now mainstream), video games, 3 hour long podcasts, and just fricken getting off a device and going outside. Some of this always existed, but a lot is new, and competing. I'd argue that as a share of what you could do in your spare time, as a whole TV is down.

        I don't know if it would ever work, but I do wonder if we don't start to see something like "personal syndication" return. I know the app stores used to sell an episode of a specific show for $4 or something, but that's way too much. But I wonder if we start to see much lower per ep pricing where you literally pay for the show you want more directly. But again, we rapidly hit the microtransaction problem again. Maybe you just can't pay for an episode at at time, you have to pay per season to make it work. Maybe $4 a season / no ads would work? IDK. I guess as soon as you want more than 4 shows on a given streamer it makes sense to buy it bulk.

  • I cancelled when they jacked up their prices and announced the ad-supported tier. They've been nothing but anti-consumer the last couple years and their product just isn't worth the price anymore.

  • I still have an active Netflix account (for the odd thing I haven't yet added to my self-hosted Jellyfin instance), and actually downgraded from the Premium tier to the Basic tier a few months ago when they started cracking down on password-sharing here in Canada.

    Even though the Basic tier is "only 720p", I barely notice the difference in quality since my TV (and a lot of other modern TVs) has built-in upscaling that works surprisingly well. And I'm the type that is really picky about picture quality, particular about codecs and encoding methods, and all that jazz. But I'm really happy that I managed to get onto the Basic tier before they removed it. I was prepared for a clear drop in quality in return for cost-savings, and I was okay with that, but was delighted to find nothing had noticeably changed after switching over.

    The Basic tier checks all of my boxes, verifiably:

    • 1 screen at a time is enough
    • The end result of the video quality I can perceive is perfect
    • Cheapest plan without ads

    Sometimes I even wonder if my TV is even actually upscaling from 720p, or if Netflix is just quietly serving 1080p in reality, but was just continuing to advertise 720p to deter people from the cheaper plan to get them onto a more expensive one, with plans all along to phase this tier out.

    My parents, who were previously sharing my account when I was on the Premium tier, ended up getting their own account also on the Basic tier. The net result is that Netflix makes less money off of the two of our accounts combined now compared to the single Premium account we shared before. So in the end, they ended up losing money, and we lost nothing of perceivable value.

    I'll probably end up cancelling our account at some point entirely, and my parents can continue to use their own account without being affected, so the forced split actually saved us all money and made our situations more future-proofed.

    Contrary to popular belief, I actually think that the Basic tier could have ended up seeing more uptake in the long-run had people who only needed a single screen and wanted to save money, decided to try it, and notice that the picture quality was more than satisfactory enough, either due to the stream quality being better than advertised in reality, or due to the pretty good upscaling ability of modern TVs. I'm sure word would have gotten around from technically-minded people to the masses at some point, and we would have seen more people switching.

    I'm sure Netflix did away with the Basic tier because they knew it could realistically put a dent in their profits at some point.

105 comments