Netflix didn't lose subscribers. It did it to itself.

MSM

Netflix shares tank 35% after it posts 1st subscriber loss in a decade

The streaming giant says it lost 700,000 accounts in Russia and projects deeper viewership declines worldwide

https://www.washingtonpost.com/world/2022/04/20/netflix-loses-subscribers-russia/

Akchually

Netlfix suspends all streaming services within Russia

https://www.geo.tv/latest/403493-netlfix-suspends-all-streaming-services-within-russia

It also wants to take on the estimated 100m households who share passwords.

To do this they are going to introduced ad supported services. As they have been "Netflix will never have ads" as part of their USP they are carefully managing the PR.