Netflix is ”actively” working on its new cheaper offer with advertising, planned in addition to its existing subscriptions, platform managers in France said on Tuesday during a meeting with the Association of Media Journalists (AJM). streaming giant, which had until then defended a model without ads, announced this shift in April, after suffering a loss of 200,000 subscribers in the first quarter compared to the end of 2021, a first in ten years. In May, the New York Times reported the company’s desire to launch this new service during the last three months of 2022, citing an internal memo. “We do not have a precise timetable yet”, assured Tuesday Anne-Gabrielle Dauba-Pantanacce, Netflix’s communication director for France, who refers the press to “latest statements by Ted Sarandos”, the general manager of Netflix, made last week at the Cannes Lions, a major professional event for the advertising. “We are actively working on this, […] it is a priority, this idea of giving more options to our subscribers in a context of high inflation”, she underlined. From the catalog to the prices, “nothing is decided yet”, she said. she added, referring to a first offer “certainly very different from what we will eventually offer, the time to be able to innovate, test and design what can both enhance our content and respect our members”. Also on the program, the monetization of password sharing.While nearly 222 million households pay for a subscription, accounts are shared with more than 100 million other households that do not subscribe to the service, estimates Netflix.Regarding the French market, the director of development , Damien Bernet, specified that the discussions around the controversial chronology of the media, already renovated in January, would resume “in September”, despite the “progress” represented by the agreement signed by the firm with the audiovisual players this winter. Thanks to him, Netflix can d now broadcast a film fifteen months after its theatrical release, compared to thirty-six months previously. But putting the films “in the fridge for fifteen months makes no sense, it does not serve the film above all, and it has no interest for the room”, argues Damien Bernet. Netflix, which will release twenty-five French productions in 2022, to which are added twenty works in production, will invest this year 200 million euros in French audiovisual and cinema.
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