This ad-centric future of TV looks a little like Netflix around 2022, but it looks more like something older: basic cable. jwherrman writes
a mess after more than a decade of intense, flailing competition between tech companies and legacy-media firms to plan for the post-cable future, resulting in the launch of dozens of streaming options and unprecedented spending on new programming. It’s also experiencing its first real slowdown. Netflix, streaming’s longtime standard-bearer, saw its subscriber base in the U.S. and Canada grow by just 100,000 users last quarter after losing 1.
Netflix announced two changes to the product itself. First, it will start cracking down on account sharing, potentially locking outof viewers and asking them to pay up. Oh, and also, by the way, no big deal, it’s also going to start showing ads. There are plenty of caveats here. Ads will be shown only to customers of a new, cheaper tier of the service — $6.99 a month — and only on certain content . Netflix told investors it didn’t expect users to switch to the new tier but rather hoped it would bring in new subscribers, perhaps some of the ones getting booted from sharing. But industry Netflix watchers knew this was a big deal. Virtually every streaming service either has introduced or is introducing an ad-supported product.
Netflix hasn’t just been a streaming service without ads — it also practically declared itself an anti-ad TV company intent on finishing the job TiVo started and a tech firm that would stand against the internet industry’s prevailing model. “We want to be the safe respite where you can explore, you can get stimulated, have fun and enjoy, and have none of the controversy around exploiting users with advertising,” CEO Reed Hastings said in 2020. This wasn’t new messaging.
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