This week The Guardian reported that almost 1 million UK homes gave up streaming services completely in the period of January to September 2022 in a bid to save money. Netflix accounted for almost a quarter of the households that changed or scrapped their streaming services in Q3.

The streaming giant is rolling out its new ad-supported tier next month that it hopes will turn around its fortunes. Netflix will need to advertise heavily around the benefits of its new offering: a switch that can help existing subscribers save money whilst retaining access to desired content, and a more affordable purchase for lapsed subscribers.