![]() ![]() “If so, how should those punitive measures be communicated to Netflix?” “Do we want to take any punitive measures in response to the test (for examples, pulling all global featuring during the test period)?” Oliver wrote. ![]() Netflix seemed to imply that this was not the case, but specific data is redacted.Īlso in the email, Oliver questioned whether Apple should take any “punitive measures” in response to Netflix’s planned test to remove IAP support in certain markets. ![]() Apple internally suggested that this could be due to people getting Netflix gift cards, therefore requiring them to switch to the Netflix website for payment. That is, a higher than usual amount of people paying via Apple’s AIP system were ending their Netflix subscriptions than on other platforms. The “voluntary churn issue” that Oliver refers to is that Netflix has a higher amount of “voluntary churn” among those paying via the App Store. We expressed our concern that running this test would create a bad customer experience for app users in those markets and limit co-marketing opportunities, including on-store featuring. They would like to run the test in May and June, and estimate this test would impact 1.9% of annual in-app signups. To measure this, they proposed a test that would remove the ability to purchase the subscription via in-app purchase in a select number of markets for a two-month period (see list of markets below). Outside of the voluntary churn issue, Netflix is concerned with understanding the incremental value of offering subscription via IAP on iOS.
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