May 21, 2020
Netflix in a blog May 21 announced it is sending emails to long-dormant subscribers asking them if they would like to cancel the service.
The emails will go to those not using the service for more than a year. If they don’t reply to the email, Netflix will automatically cancel their subscription.
“You know that sinking feeling when you realize you signed up for something but haven’t used it in ages?,” wrote Eddy Wu of product innovation. “At Netflix, the last thing we want is people paying for something they’re not using.
“So we’re asking everyone who has not watched anything on Netflix for a year since they joined to confirm they want to keep their membership. And we’ll do the same for anyone who has stopped watching for more than two years. Members will start seeing these emails or in app notifications this week. If they don’t confirm that they want to keep subscribing, we’ll automatically cancel their subscription.”
Such inactive accounts represent less than half of 1% of Netflix’s overall member base, according to the blog, amounting to “a few hundred thousand,” and are already factored into financial guidance.
“We’ve always thought it should be easy to sign up and to cancel,” read the blog. “So, as always, anyone who cancels their account and then rejoins within 10 months will still have their favorites, profiles, viewing preferences and account details just as they left them. In the meantime, we hope this new approach saves people some hard-earned cash.”