JayWin
2022-01-17
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Will Higher Prices Hurt or Help Netflix in 2022?<blockquote>2022年，更高的价格会伤害还是帮助Netflix？</blockquote>
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{"i18n":{"language":"zh_CN"},"detailType":1,"isChannel":false,"data":{"magic":2,"id":697855388,"tweetId":"697855388","gmtCreate":1642414402538,"gmtModify":1642414402898,"author":{"id":3581832598723204,"idStr":"3581832598723204","authorId":3581832598723204,"authorIdStr":"3581832598723204","name":"JayWin","avatar":"https://static.tigerbbs.com/e7fe632cbb77a4bc57ba97f59aeb8162","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":11,"crmLevelSwitch":0,"individualDisplayBadges":[],"fanSize":30,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"extraTitle":"","html":"<html><head></head><body><p>Please reply and like, thanks </p></body></html>","htmlText":"<html><head></head><body><p>Please reply and like, thanks </p></body></html>","text":"Please reply and like, thanks","highlighted":1,"essential":1,"paper":1,"likeSize":4,"commentSize":0,"repostSize":0,"favoriteSize":0,"link":"https://laohu8.com/post/697855388","repostId":1125253076,"repostType":4,"repost":{"id":"1125253076","kind":"news","pubTimestamp":1642413065,"share":"https://www.laohu8.com/m/news/1125253076?lang=zh_CN&edition=full","pubTime":"2022-01-17 17:51","market":"us","language":"en","title":"Will Higher Prices Hurt or Help Netflix in 2022?<blockquote>2022年，更高的价格会伤害还是帮助Netflix？</blockquote>","url":"https://stock-news.laohu8.com/highlight/detail?id=1125253076","media":"Motley Fool","summary":"The company just boosted subscription prices in North America. Is this a good idea?","content":"<p><html><head></head><body><b>Key Points</b></p><p><blockquote><html><head></head><body><b>要点</b></body></html></blockquote></p><p><ul><li>Subscription fees are up by 11% across all of Netflix’s domestic video-streaming plans.</li><li>This is the largest price increase since 2019.</li><li>Recent fee upticks have not resulted in a mass exodus of Netflix subscribers, but in dramatically higher revenues.</li></ul>Digital media veteran <b>Netflix</b>(NASDAQ:NFLX) just raised subscription prices across North America, marking the third price increase in three years. Will this 11% pricing change trigger a huge wave of canceled subscriptions, or should investors expect the top line to grow without any meaningful loss of subscribers?</p><p><blockquote><ul><li>Netflix所有国内视频流媒体计划的订阅费上涨了11%。</li><li>这是自2019年以来最大的一次涨价。</li><li>最近的费用上涨并没有导致Netflix用户大量外流，而是导致收入大幅增加。</li></ul>数字媒体资深人士<b>Netflix</b>（纳斯达克：NFLX）刚刚提高了北美地区的订阅价格，这是三年来的第三次提价。这11%的定价变化是否会引发巨大的取消订阅浪潮，或者投资者是否应该期望营收增长而不会出现任何有意义的订阅者损失？</blockquote></p><p>Here's what the data from Netflix's previous price increases tells me.</p><p><blockquote>以下是Netflix之前涨价的数据告诉我的情况。</blockquote></p><p><b>What's new?</b></p><p><blockquote><b>有什么新鲜事？</b></blockquote></p><p>The new price increases are remarkably consistent. The most budget-conscious plan now costs $9.99 per month for new subscribers, up from $8.99. The most popular mid-level service fee rose from $13.99 to $15.49 per month. Premium subscribers are now shelling out $19.99 per month instead of $17.99. In every case, these changes work out to an 11% increase.</p><p><blockquote>新的价格上涨非常一致。最精打细算的计划现在为新用户每月支付9.99美元，高于8.99美元。最受欢迎的中级服务费从每月13.99美元上涨到15.49美元。高级用户现在每月支付19.99美元，而不是17.99美元。在每种情况下，这些变化都增加了11%。</blockquote></p><p>The new prices are already effective for new signups in the U.S. market. Similar increases have taken effect in Canada. For the 74 million current Netflix subscribers in the United States and Canada reporting segment, the new prices will take effect in phases over the next quarter, following a 30-day advance notice.</p><p><blockquote>新价格已经对美国市场的新注册用户生效。类似的增长也在加拿大生效。对于美国和加拿大报告部分的7400万Netflix用户，新价格将在提前30天通知后在下个季度分阶段生效。</blockquote></p><p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/a5126ce60b4886d28507ba3bf7173782\" tg-width=\"2000\" tg-height=\"1333\" width=\"100%\" height=\"auto\"/><span>IMAGE SOURCE: GETTY IMAGES.</span></p><p><blockquote><p class=\"t-img-caption\"><span>图片来源：盖蒂图片社。</span></p></blockquote></p><p><b>What's the problem?</b></p><p><blockquote><b>有什么问题吗？</b></blockquote></p><p>Every time Netflix raises its monthly fees, bearish investors worry that the higher prices will scare away subscribers. In addition, Netflix has posted disappointing subscriber addition numbers in recent quarters, as the extraordinary signup boost from the early coronavirus lockdowns was followed by a contraction in 2021.</p><p><blockquote>每次Netflix提高月费时，看跌的投资者都担心更高的价格会吓跑订户。此外，Netflix最近几个季度公布的用户新增数量令人失望，因为早期冠状病毒封锁带来的注册量大幅增长，随后在2021年出现收缩。</blockquote></p><p>In this light, the service may look fragile and price-sensitive. This double-digit price increase will surely send subscribers to the exits.</p><p><blockquote>从这个角度来看，这项服务可能看起来脆弱且对价格敏感。这种两位数的价格上涨肯定会将订户送上出口。</blockquote></p><p>Not so fast. Real-world data from earlier price jumps tells a different story.</p><p><blockquote>没那么快。早期价格上涨的真实数据讲述了一个不同的故事。</blockquote></p><p><b>2020: A richer price mix</b></p><p><blockquote><b>2020年：更丰富的价格组合</b></blockquote></p><p>On the heels of the 2020 price increase,Netflix crushed subscriber addition estimates in the fourth quarter of 2020. The company added 8.6 million net new subscribers globally, setting the guidance target at just 6 million for that period. 860,000 of the new names came from the North American segment.</p><p><blockquote>继2020年价格上涨之后，Netflix在2020年第四季度的用户新增预期超出了预期。该公司在全球新增净用户860万，同期指导目标仅为600万。其中860,000个新名字来自北美地区。</blockquote></p><p>Revenues for this division are running 14% higher in the first three quarters of 2021, compared to the same period in 2020. That's an impressive result, given the fact that the largest price increase was a 13% boost for the Premium plan. The lowest-cost alternative didn't boost prices at all in this round.</p><p><blockquote>与2020年同期相比，该部门2021年前三季度的收入增长了14%。这是一个令人印象深刻的结果，因为最大的价格涨幅是保费计划上涨了13%。成本最低的替代品在这一轮中根本没有提高价格。</blockquote></p><p>In other words, not only did North American customers hang on to their Netflix memberships in the face of rising prices and vaccine-powered coronavirus normalization, but many of them appear to have upgraded their service to higher-priced plans.</p><p><blockquote>换句话说，面对价格上涨和疫苗驱动的冠状病毒正常化，北美客户不仅坚持他们的Netflix会员资格，而且他们中的许多人似乎已经将他们的服务升级到了价格更高的计划。</blockquote></p><p><b>2019: A larger increase</b></p><p><blockquote><b>2019年：增幅较大</b></blockquote></p><p>The 2019 price increase was billed as the most substantial price increase in Netflix history. Price increases ranged from 13% in the most basic plan to 18% for the mid-tier option. The top-shelf plan landed in between these extremes with a 14% price boost.</p><p><blockquote>2019年的涨价被宣传为奈飞历史上最大幅度的涨价。价格涨幅从最基本计划的13%到中档选项的18%不等。顶级计划介于这些极端之间，价格上涨了14%。</blockquote></p><p>This price change started to take effect in May 2019. This audacious fee jump did trigger disappointing subscriber metrics over the next two quarters, but the positive effect on plan choices made another appearance. In the third quarter of 2019, average revenue per subscriber rose 16.5%, as compared with the 2018 result. All told, North American revenues increased by 21% in 2019, even though none of the monthly fee increases rose that high.</p><p><blockquote>这一价格变化于2019年5月开始生效。这种大胆的费用上涨确实在接下来的两个季度引发了令人失望的用户指标，但对计划选择的积极影响再次出现。2019年第三季度，每用户平均收入较2018年增长16.5%。总而言之，2019年北美收入增长了21%，尽管月费涨幅都没有那么高。</blockquote></p><p>So it looks like Netflix lost some of its most price-sensitive members in lower-tier plans, but the higher-priced plans with better video quality and more concurrent streams seem to become more popular with every price increase.</p><p><blockquote>因此，看起来Netflix在低层计划中失去了一些对价格最敏感的会员，但具有更好视频质量和更多并发流的高价计划似乎随着每次价格上涨而变得更受欢迎。</blockquote></p><p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/7e04a1eaad4247e938f196143e51417f\" tg-width=\"2000\" tg-height=\"1125\" width=\"100%\" height=\"auto\"/><span>IMAGE SOURCE: GETTY IMAGES.</span></p><p><blockquote><p class=\"t-img-caption\"><span>图片来源：盖蒂图片社。</span></p></blockquote></p><p><b>What's next?</b></p><p><blockquote><b>下一步是什么？</b></blockquote></p><p>The decision to raise prices in January is probably giving us hints about Netflix's upcoming fourth-quarter report. The last time the company lifted subscription prices in January, the move was paired with record-breaking subscriber additions in the holiday quarter of 2018. Yes, that was the aforementioned "biggest price increase in history."</p><p><blockquote>一月份提价的决定可能会让我们对Netflix即将发布的第四季度报告有所了解。该公司上一次提高订阅价格是在1月份，此举与2018年假日季度创纪录的订阅用户增加同时发生。没错，那就是前面提到的“史上最大涨价”。</blockquote></p><p></p><p>Netflix seems to pick its spots with care, taking big pricing steps only when the underlying business trends are strong enough to support it. Therefore, I expect a positive subscriber surprise in Tuesday's fourth-quarter report, and I see the North American revenue line turning sharply upward in 2022. And the growth story continues, even if a few people decide to drop their lower-tier Netflix plans this year.</p><p><blockquote>Netflix似乎小心翼翼地选择自己的位置，只有当潜在的商业趋势足以支持它时才会采取重大的定价措施。因此，我预计周二的第四季度报告中会出现积极的订户惊喜，并且我预计北美收入线将在2022年急剧上升。即使一些人今年决定放弃较低级别的Netflix计划，增长故事仍在继续。</blockquote></p><p></body></html></p><p><blockquote></blockquote></p><p></p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Will Higher Prices Hurt or Help Netflix in 2022?<blockquote>2022年，更高的价格会伤害还是帮助Netflix？</blockquote></title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nWill Higher Prices Hurt or Help Netflix in 2022?<blockquote>2022年，更高的价格会伤害还是帮助Netflix？</blockquote>\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">Motley Fool</strong><span class=\"h-time small\">2022-01-17 17:51</span>\n</p>\n</h4>\n</header>\n<article>\n<p><html><head></head><body><b>Key Points</b></p><p><blockquote><html><head></head><body><b>要点</b></body></html></blockquote></p><p><ul><li>Subscription fees are up by 11% across all of Netflix’s domestic video-streaming plans.</li><li>This is the largest price increase since 2019.</li><li>Recent fee upticks have not resulted in a mass exodus of Netflix subscribers, but in dramatically higher revenues.</li></ul>Digital media veteran <b>Netflix</b>(NASDAQ:NFLX) just raised subscription prices across North America, marking the third price increase in three years. Will this 11% pricing change trigger a huge wave of canceled subscriptions, or should investors expect the top line to grow without any meaningful loss of subscribers?</p><p><blockquote><ul><li>Netflix所有国内视频流媒体计划的订阅费上涨了11%。</li><li>这是自2019年以来最大的一次涨价。</li><li>最近的费用上涨并没有导致Netflix用户大量外流，而是导致收入大幅增加。</li></ul>数字媒体资深人士<b>Netflix</b>（纳斯达克：NFLX）刚刚提高了北美地区的订阅价格，这是三年来的第三次提价。这11%的定价变化是否会引发巨大的取消订阅浪潮，或者投资者是否应该期望营收增长而不会出现任何有意义的订阅者损失？</blockquote></p><p>Here's what the data from Netflix's previous price increases tells me.</p><p><blockquote>以下是Netflix之前涨价的数据告诉我的情况。</blockquote></p><p><b>What's new?</b></p><p><blockquote><b>有什么新鲜事？</b></blockquote></p><p>The new price increases are remarkably consistent. The most budget-conscious plan now costs $9.99 per month for new subscribers, up from $8.99. The most popular mid-level service fee rose from $13.99 to $15.49 per month. Premium subscribers are now shelling out $19.99 per month instead of $17.99. In every case, these changes work out to an 11% increase.</p><p><blockquote>新的价格上涨非常一致。最精打细算的计划现在为新用户每月支付9.99美元，高于8.99美元。最受欢迎的中级服务费从每月13.99美元上涨到15.49美元。高级用户现在每月支付19.99美元，而不是17.99美元。在每种情况下，这些变化都增加了11%。</blockquote></p><p>The new prices are already effective for new signups in the U.S. market. Similar increases have taken effect in Canada. For the 74 million current Netflix subscribers in the United States and Canada reporting segment, the new prices will take effect in phases over the next quarter, following a 30-day advance notice.</p><p><blockquote>新价格已经对美国市场的新注册用户生效。类似的增长也在加拿大生效。对于美国和加拿大报告部分的7400万Netflix用户，新价格将在提前30天通知后在下个季度分阶段生效。</blockquote></p><p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/a5126ce60b4886d28507ba3bf7173782\" tg-width=\"2000\" tg-height=\"1333\" width=\"100%\" height=\"auto\"/><span>IMAGE SOURCE: GETTY IMAGES.</span></p><p><blockquote><p class=\"t-img-caption\"><span>图片来源：盖蒂图片社。</span></p></blockquote></p><p><b>What's the problem?</b></p><p><blockquote><b>有什么问题吗？</b></blockquote></p><p>Every time Netflix raises its monthly fees, bearish investors worry that the higher prices will scare away subscribers. In addition, Netflix has posted disappointing subscriber addition numbers in recent quarters, as the extraordinary signup boost from the early coronavirus lockdowns was followed by a contraction in 2021.</p><p><blockquote>每次Netflix提高月费时，看跌的投资者都担心更高的价格会吓跑订户。此外，Netflix最近几个季度公布的用户新增数量令人失望，因为早期冠状病毒封锁带来的注册量大幅增长，随后在2021年出现收缩。</blockquote></p><p>In this light, the service may look fragile and price-sensitive. This double-digit price increase will surely send subscribers to the exits.</p><p><blockquote>从这个角度来看，这项服务可能看起来脆弱且对价格敏感。这种两位数的价格上涨肯定会将订户送上出口。</blockquote></p><p>Not so fast. Real-world data from earlier price jumps tells a different story.</p><p><blockquote>没那么快。早期价格上涨的真实数据讲述了一个不同的故事。</blockquote></p><p><b>2020: A richer price mix</b></p><p><blockquote><b>2020年：更丰富的价格组合</b></blockquote></p><p>On the heels of the 2020 price increase,Netflix crushed subscriber addition estimates in the fourth quarter of 2020. The company added 8.6 million net new subscribers globally, setting the guidance target at just 6 million for that period. 860,000 of the new names came from the North American segment.</p><p><blockquote>继2020年价格上涨之后，Netflix在2020年第四季度的用户新增预期超出了预期。该公司在全球新增净用户860万，同期指导目标仅为600万。其中860,000个新名字来自北美地区。</blockquote></p><p>Revenues for this division are running 14% higher in the first three quarters of 2021, compared to the same period in 2020. That's an impressive result, given the fact that the largest price increase was a 13% boost for the Premium plan. The lowest-cost alternative didn't boost prices at all in this round.</p><p><blockquote>与2020年同期相比，该部门2021年前三季度的收入增长了14%。这是一个令人印象深刻的结果，因为最大的价格涨幅是保费计划上涨了13%。成本最低的替代品在这一轮中根本没有提高价格。</blockquote></p><p>In other words, not only did North American customers hang on to their Netflix memberships in the face of rising prices and vaccine-powered coronavirus normalization, but many of them appear to have upgraded their service to higher-priced plans.</p><p><blockquote>换句话说，面对价格上涨和疫苗驱动的冠状病毒正常化，北美客户不仅坚持他们的Netflix会员资格，而且他们中的许多人似乎已经将他们的服务升级到了价格更高的计划。</blockquote></p><p><b>2019: A larger increase</b></p><p><blockquote><b>2019年：增幅较大</b></blockquote></p><p>The 2019 price increase was billed as the most substantial price increase in Netflix history. Price increases ranged from 13% in the most basic plan to 18% for the mid-tier option. The top-shelf plan landed in between these extremes with a 14% price boost.</p><p><blockquote>2019年的涨价被宣传为奈飞历史上最大幅度的涨价。价格涨幅从最基本计划的13%到中档选项的18%不等。顶级计划介于这些极端之间，价格上涨了14%。</blockquote></p><p>This price change started to take effect in May 2019. This audacious fee jump did trigger disappointing subscriber metrics over the next two quarters, but the positive effect on plan choices made another appearance. In the third quarter of 2019, average revenue per subscriber rose 16.5%, as compared with the 2018 result. All told, North American revenues increased by 21% in 2019, even though none of the monthly fee increases rose that high.</p><p><blockquote>这一价格变化于2019年5月开始生效。这种大胆的费用上涨确实在接下来的两个季度引发了令人失望的用户指标，但对计划选择的积极影响再次出现。2019年第三季度，每用户平均收入较2018年增长16.5%。总而言之，2019年北美收入增长了21%，尽管月费涨幅都没有那么高。</blockquote></p><p>So it looks like Netflix lost some of its most price-sensitive members in lower-tier plans, but the higher-priced plans with better video quality and more concurrent streams seem to become more popular with every price increase.</p><p><blockquote>因此，看起来Netflix在低层计划中失去了一些对价格最敏感的会员，但具有更好视频质量和更多并发流的高价计划似乎随着每次价格上涨而变得更受欢迎。</blockquote></p><p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/7e04a1eaad4247e938f196143e51417f\" tg-width=\"2000\" tg-height=\"1125\" width=\"100%\" height=\"auto\"/><span>IMAGE SOURCE: GETTY IMAGES.</span></p><p><blockquote><p class=\"t-img-caption\"><span>图片来源：盖蒂图片社。</span></p></blockquote></p><p><b>What's next?</b></p><p><blockquote><b>下一步是什么？</b></blockquote></p><p>The decision to raise prices in January is probably giving us hints about Netflix's upcoming fourth-quarter report. The last time the company lifted subscription prices in January, the move was paired with record-breaking subscriber additions in the holiday quarter of 2018. Yes, that was the aforementioned "biggest price increase in history."</p><p><blockquote>一月份提价的决定可能会让我们对Netflix即将发布的第四季度报告有所了解。该公司上一次提高订阅价格是在1月份，此举与2018年假日季度创纪录的订阅用户增加同时发生。没错，那就是前面提到的“史上最大涨价”。</blockquote></p><p></p><p>Netflix seems to pick its spots with care, taking big pricing steps only when the underlying business trends are strong enough to support it. Therefore, I expect a positive subscriber surprise in Tuesday's fourth-quarter report, and I see the North American revenue line turning sharply upward in 2022. And the growth story continues, even if a few people decide to drop their lower-tier Netflix plans this year.</p><p><blockquote>Netflix似乎小心翼翼地选择自己的位置，只有当潜在的商业趋势足以支持它时才会采取重大的定价措施。因此，我预计周二的第四季度报告中会出现积极的订户惊喜，并且我预计北美收入线将在2022年急剧上升。即使一些人今年决定放弃较低级别的Netflix计划，增长故事仍在继续。</blockquote></p><p></body></html></p><p><blockquote></blockquote></p><p></p>\n<div class=\"bt-text\">\n\n\n<p> 来源：<a href=\"https://www.fool.com/investing/2022/01/16/will-higher-prices-hurt-or-help-netflix-in-2022/\">Motley Fool</a></p>\n<p>为提升您的阅读体验，我们对本页面进行了排版优化</p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"NFLX":"奈飞"},"source_url":"https://www.fool.com/investing/2022/01/16/will-higher-prices-hurt-or-help-netflix-in-2022/","is_english":true,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1125253076","content_text":"Key PointsSubscription fees are up by 11% across all of Netflix’s domestic video-streaming plans.This is the largest price increase since 2019.Recent fee upticks have not resulted in a mass exodus of Netflix subscribers, but in dramatically higher revenues.Digital media veteran Netflix(NASDAQ:NFLX) just raised subscription prices across North America, marking the third price increase in three years. Will this 11% pricing change trigger a huge wave of canceled subscriptions, or should investors expect the top line to grow without any meaningful loss of subscribers?Here's what the data from Netflix's previous price increases tells me.What's new?The new price increases are remarkably consistent. The most budget-conscious plan now costs $9.99 per month for new subscribers, up from $8.99. The most popular mid-level service fee rose from $13.99 to $15.49 per month. Premium subscribers are now shelling out $19.99 per month instead of $17.99. In every case, these changes work out to an 11% increase.The new prices are already effective for new signups in the U.S. market. Similar increases have taken effect in Canada. For the 74 million current Netflix subscribers in the United States and Canada reporting segment, the new prices will take effect in phases over the next quarter, following a 30-day advance notice.IMAGE SOURCE: GETTY IMAGES.What's the problem?Every time Netflix raises its monthly fees, bearish investors worry that the higher prices will scare away subscribers. In addition, Netflix has posted disappointing subscriber addition numbers in recent quarters, as the extraordinary signup boost from the early coronavirus lockdowns was followed by a contraction in 2021.In this light, the service may look fragile and price-sensitive. This double-digit price increase will surely send subscribers to the exits.Not so fast. Real-world data from earlier price jumps tells a different story.2020: A richer price mixOn the heels of the 2020 price increase,Netflix crushed subscriber addition estimates in the fourth quarter of 2020. The company added 8.6 million net new subscribers globally, setting the guidance target at just 6 million for that period. 860,000 of the new names came from the North American segment.Revenues for this division are running 14% higher in the first three quarters of 2021, compared to the same period in 2020. That's an impressive result, given the fact that the largest price increase was a 13% boost for the Premium plan. The lowest-cost alternative didn't boost prices at all in this round.In other words, not only did North American customers hang on to their Netflix memberships in the face of rising prices and vaccine-powered coronavirus normalization, but many of them appear to have upgraded their service to higher-priced plans.2019: A larger increaseThe 2019 price increase was billed as the most substantial price increase in Netflix history. Price increases ranged from 13% in the most basic plan to 18% for the mid-tier option. The top-shelf plan landed in between these extremes with a 14% price boost.This price change started to take effect in May 2019. This audacious fee jump did trigger disappointing subscriber metrics over the next two quarters, but the positive effect on plan choices made another appearance. In the third quarter of 2019, average revenue per subscriber rose 16.5%, as compared with the 2018 result. All told, North American revenues increased by 21% in 2019, even though none of the monthly fee increases rose that high.So it looks like Netflix lost some of its most price-sensitive members in lower-tier plans, but the higher-priced plans with better video quality and more concurrent streams seem to become more popular with every price increase.IMAGE SOURCE: GETTY IMAGES.What's next?The decision to raise prices in January is probably giving us hints about Netflix's upcoming fourth-quarter report. The last time the company lifted subscription prices in January, the move was paired with record-breaking subscriber additions in the holiday quarter of 2018. Yes, that was the aforementioned \"biggest price increase in history.\"Netflix seems to pick its spots with care, taking big pricing steps only when the underlying business trends are strong enough to support it. Therefore, I expect a positive subscriber surprise in Tuesday's fourth-quarter report, and I see the North American revenue line turning sharply upward in 2022. And the growth story continues, even if a few people decide to drop their lower-tier Netflix plans this year.","news_type":1,"symbols_score_info":{"NFLX":0.9}},"isVote":1,"tweetType":1,"viewCount":1213,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"CN","currentLanguage":"CN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":25,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/697855388"}
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