Netflix’s decision to crack down on password sharing has actually yielded a big boost in growth, and that appears to be continuing in July.
That’s according to a study from data research firm Antenna, which put out a report stating that Netflix added 2.6 million gross new subscribers last month. While that’s a 25.7% drop-off from a massive June, it’s still far above the norm from the prior months, according to the report.
The positive subscriber gains on the heels of the crackdown is a 180 from the initial backlash Netflix elicited when it first discussed the prospect. The move showed how critical Netflix is in households, and has opened the door to other services like Disney+ looking to tackle the issue.
Netflix began rolling out its password-sharing crackdown policy in May, which led to a big jump in June. The company reported that it had added 5.9 million net new subscribers in the second quarter, partly driven by the change.
Antenna also broke down what plans subscribers were signing up for, with the largest chunk — 35% — still going with the standard plan and 29% choosing the premium option. Only 12% signed up for the basic while a higher number — 23% — went with the ad-based tier.
A company spokesperson wasn’t available to comment on the study.