‘Stranger Things 3’ Is a Subscriber Magnet: 13% of Ex-Netflix Users Signing Up Again to Watch Show, Study Finds

Variety | 7/9/2019 | Todd Spangler
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Netflix can’t be happy about the looming departures of “Friends” (for WarnerMedia’s newly announced HBO Max in 2020) and “The Office” (for NBCUniversal’s service in 2021) — two of the platform’s most-streamed shows. But for years, Netflix has anticipated that media conglomerates would pull back their top titles, and the company has been more focused than ever on spending to build up a prominent slate of originals to attract and retain subscribers.

On this front, one of Netflix’s successes is clearly “Stranger Things,” the ’80s-era supernatural thriller from Matt and Ross Duffer that has become a major franchise for the subscription VOD leader.

Monday - Netflix - Chest - Stranger - Things

On Monday, Netflix thumped its chest over “Stranger Things 3,” boasting in a tweet that 40.7 million accounts have watched the show since its July 4 debut, the biggest-ever audience on the streaming service for any film or TV series in its first four days.

How Long Would The 'Stranger Things' Cast Survive The Upside Down?

Netflix - Word - Stranger - Things - Season

But you don’t have to take Netflix’s word for it that “Stranger Things” Season 3 is a hit (and many observers question the company’s selectively doled-out stats, which aren’t independently verified).

According to research from Wall Street firm Cowen & Co., about 51% of current Netflix users said they planned to watch “Stranger Things 3.” Moreover, nearly 5% of consumers who aren’t current Netflix subscribers said they planned to subscribe to the service to watch the show — and 13% of former Netflix members said they plan to resubscribe in order to watch Season 3 of “Stranger Things.” The results are based on Cowen’s survey of 2,500 U.S. consumers conducted from June 26-July 3.

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“We view these figures as notably positive given the potential to drive gross sub additions both at the end of 2Q19 and into 3Q19 on the back of arguably NFLX’s highest-profile show,” Cowen...
(Excerpt) Read more at: Variety
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