Two companies that purport to track Netflix subscribers say the service is seeing an uptick in cancellations amid the controversy over the film 'Cuties.' Netflix has not responded to a request for comment on the reported loss.
On Tuesday, YipitData, another analytics company, reported that Netflix's"churn in the U.S. rose materially this weekend as a result of the 'Cuties' backlash" in a statement provided by company spokesperson Travis Wittenburg.
The statement said Netflix's churn rate began to increase on Sept. 10 as the #CancelNetflix hashtag trended on social media. YipitData says by Saturday,"disconnects were running at nearly 8x the daily levels observed in August and reached a multi-year high." Since Netflix sells its subscriptions directly, only the company has accurate information about its subscriber count. The analytics services did not explain how they measured the losses they claim Netflix suffered.
The backlash against Netflix began when the film's artwork debuted in late August and drew criticism on social media for showing the film's cast of children in midriff-baring uniforms and short shorts striking various dance poses. Netflix issued an apology for the"inappropriate" artwork promoting the film, which follows 11-year-old Amy's struggle to find her identity amid contrasting cultures.
Netflix responded to the criticism in a statement provided to USA TODAY on Friday: "Cuties is a social commentary against the sexualization of young children. It's an award winning film and a powerful story about the pressure young girls face on social media and from society more generally growing up – and we'd encourage anyone who cares about these important issues to watch the movie.
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