While Netflix performed better than expected during the second quarter, its subscriber exodus continues to raise questions about streaming’s future.
Netflix announced Tuesday, in its second-quarter earnings reports that it lost almost 1 million more subscribers than the 200,000 it had lost in the first 3 months of 2022. The total was less severe than Netflix’s April projection of 2 million, a result that gave the company a much-needed boost on Wall Street. Netflix’s stock price surged nearly 8% in after-hours trading following the report’s release.
Despite the jump, Netflix shares are still down nearly 65% for the year (compared with the S&P 500’s 18% dip), a slump that’s wiped out roughly $70 billion of the streamer’s market capitalization and prompted shareholders to file a lawsuit alleging that the company misled investors about declining subscriber growth. Other streaming stocks also took a hit as a result of Netflix’s poor performance, showcasing how the largest global streaming platform has an outsize influence on the sector as a whole. Among the major streamers, Netflix is also the only company that doesn’t have a bigger business with other revenue streams to fall back on.
Netflix cut hundreds of its employees to address financial problems. It also took steps to ban password sharing among households and announced that it will begin testing an ad supported, lower-priced subscription. This is despite years of resistance to the idea. Now, amid rising concerns about the business of streaming, Netflix said in its letter to shareholders that it’s focused on a number of efforts aimed at increasing subscriber totals and generating new revenue.
“Our challenge and opportunity is to accelerate our revenue and membership growth by continuing to improve our product, content and marketing as we’ve done for the last 25 years, and to better monetize our big audience,” the letter said.
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Advertising is still in the works
After announcing earlier this month that it’s partnering with Microsoft to bring commercials to its service, Netflix said on Tuesday that it’s targeting an early 2023 launch for its new ad-based plan. The ad-tier will likely first launch in a “handful” of markets with significant advertising budgets. “While it will take some time to grow our member base for the ad tier and the associated ad revenues, over the long run, we think advertising can enable substantial incremental membership (through lower prices) and profit growth (through ad revenues),” the company said.
In the streaming industry, ads are more common than ever. Netflix rivals Hulu, HBO Max and HBO Max offer cheaper ad-based services than commercial-free ones. Disney+ also announced that an ad supported subscription tier would be available in the latter part of 2022.
Quality content is key for Netflix’s future
Netflix’s long-term success may hinge on its ability to produce quality and buzzworthy original programming that subscribers view as can’t-miss.
The publication of Stranger Things season 4, which logged the biggest premiere weekend ever for an English-language series on Netflix and earned 1.3 billion hours viewed in its first four weeks to become Netflix’s most-watched season of English TV, was a necessary boon for the streamer. Netflix’s letter noted that, more than a decade into its transition from licensed second run content to mostly Netflix originals, the draw of its service relies on delivering shows and movies that members are “talking about in large numbers.”
But even shows such as Stranger Things, Squid Game And Ozark racking up Emmy nominations this year, Netflix’s 105 nominations are second to the 140 received by rival HBO and its accompanying streaming service, HBO Max. Hulu received a record-breaking 58 nominations, more than double its previous total. Apple TV+ scored 52.
Coming July 22, the action thriller worth $200 Million plus will be released Gray Man, Netflix’s most expensive movie to date, may serve to show whether the company’s reported new mantra of “bigger, better, fewer” will pay off moving forward.
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