Research: Netflix subs sensitive to price increases

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Research from analyst firm The Diffusion Group finds that, while subscriber reaction to Netflix’s recent price increase varies relative to degree, even minor variations may have significant implications. Case in point: at $1 more per month, 16 per cent of Netflix subscribers are likely to either downgrade to a lower tier or cancel Netflix altogether – this according to TDG’s ninth iteration of Quantum Viewing Behavior, a survey of 1,940 US adult broadband users completed in December 2018.

Netflix announced on January 15th that it is raising the cost

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