On Friday morning, Netflix Inc. (NFLX) saw a significant uptick in its stock price following an announcement that it does not plan to raise US subscription prices, unlike some of its competitors. This strategic decision was articulated by co-CEO Greg Peters during the company’s third-quarter earnings call, where he emphasized Netflix’s commitment to delivering value to its members rather than merely responding to market pressures.
“We try to think about our pricing, not in relationship to competitors, but from the value that we’re delivering to members,” Peters stated. He highlighted the importance of maintaining a range of price points, suggesting that this approach promotes healthy competition and customer satisfaction.
The announcement came alongside Netflix’s impressive Q3 earnings report, which surpassed analysts’ expectations across the board. The company added over 5 million subscribers during the quarter, contributing to a renewed sense of optimism among investors. Following the earnings release, Netflix’s stock jumped more than 10% in after-hours trading, reaching an all-time high of approximately $760 per share.
Impressive Viewership and Subscriber Growth
In addition to its pricing strategy, Netflix’s recent biannual viewership report revealed that subscribers watched more than 94 billion hours of content on the platform from January to June. This staggering figure underscores the platform’s continued appeal and robust content library, making it a primary choice for many consumers.
Netflix last raised the price of its Standard plan in January 2022, increasing the monthly fee from $13.99 to $15.49. The Premium tier also saw a price hike, moving from $17.99 to $19.99 at the same time, with another increase to $22.99 in October 2022. However, the company has not increased prices since then, showing a willingness to balance profitability with subscriber growth.
Strategic Positioning in the Streaming Market
Recently, Netflix has phased out its lowest-priced ad-free streaming plan, making the $15.49 Standard plan its cheapest ad-free option. The company has maintained its ad-supported offering, introduced less than two years ago, at an attractive price of $6.99 per month—one of the lowest among major streaming competitors. This strategy positions Netflix favorably as it seeks to retain and attract subscribers in an increasingly competitive landscape.
As streaming services continue to proliferate, Netflix’s decision to hold off on price hikes while showcasing solid subscriber growth could signal to investors that the company remains confident in its value proposition. With a commitment to delivering quality content and a user-friendly pricing strategy, Netflix appears well-positioned to navigate the evolving dynamics of the streaming market.