Entertainment World Netflix ‘Cuties’ Backlash Led Netflix U.S. Cancellations to Spike Nearly Eightfold, Analytics Firm Says – Variety

‘Cuties’ Backlash Led Netflix U.S. Cancellations to Spike Nearly Eightfold, Analytics Firm Says – Variety



A campaign waged against Netflix over “Cuties” and the film’s sexualized portrayal of children produced a surge in U.S. subscription cancellations over the weekend, according to research company YipitData.

Netflix subscriber churn rates began to rise Sept. 10, the day after the release of “Cuties” on Netflix, when the hashtag “#CancelNetflix” was in the top-trending spot on Twitter, according to data compiled by YipitData.

On Saturday, Sept. 12, Netflix’s cancellation rate in the U.S. jumped to nearly eight times higher than the average daily levels recorded in August 2020 — reaching a multiyear high, the data-analytics provider told Variety. With the #CancelNetflix hashtag continuing to trend on social media, it is possible elevated churn could continue in the coming days, according to the firm.

It’s unclear, however, how big an impact that will have on Netflix’s overall subscriber base; YipitData declined to provide estimates on the number of customers who canceled. Customers regularly drop Netflix and other subscription services (a metric referred to as “churn rate”), and the YipitData numbers may ultimately reflect a short-term blip in U.S. cancellations that is relatively minor in a grand scheme of things. As of the end of June, the company tallied 193 million paid streaming customers worldwide. That’s after Netflix netted about 25.9 million new subscribers worldwide in the first six months of 2020, with the coronavirus pandemic spurring record signups.

New York-based YipitData, which sells information to institutional investors, aggregates and analyzes data sets that track
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