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Isn‘t this the classic gym subscription example? How many people have a subscription and actually don‘t use it. There is an episode of Friends about that. About the fair pricing: Would love to have this also for my car lease ;) But more on a weekly bases.
Gyms get you by making memberships cheap and easy, and cancellations incredibly difficult. The flip side of that is that only a small fraction of their members could actively use their memberships or they wouldn't have enough space. The active members get their membership effectively subsidized by people who don't use their memberships. Apparently up to 50% of a gym's sign-ups happen in the month of January due to ne…
Whereas Netflix and other streaming? It's so easy to just stay in and binge watch. The logical thing to do is cancel when you aren't using it to avoid paying year round, but they bank on the combination of laziness (takes effort to cancel) and ease of use - if you watch even just once or twice a month it starts seeming worthwhile.
And I'd bet most users still make them money. There's a huge fixed cost to setting up a giant content streaming service like Netflix, and to acquiring their content catalog, but they've hyper optimized the distribution so I'd expect all but the heaviest users make them money. And with ad supported plans, watching more would mean they get to serve more ads and make even more money.