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Netflix<\/a>'s subscriber growth is surging again, providing an early sign that its shift to include ads in a cheaper version of its video streaming service is helping to combat tougher competition and attract cost-conscious customers grappling with inflation.
The company on Thursday disclosed a gain of 7.7 million subscribers during the October-December period, a stretch that included the debut of an ad-supported option for $7 per month - less than half the price of its most popular commercial-free plan. The performance followed subscriber gains that topped analysts' modest expectations during a July-September period that followed Netflix's second consecutive quarter of customer losses.
Having regained its momentum, Netflix also announced its co-founder Reed Hastings<\/a> will relinquish its title of co-CEO, completing a transition that began in July 2020 with the appointment of its programming chief, Ted Sarandos, as co-CEO. Greg Peters, Netflix's chief operating officer, will join Sarandos as co-CEO while Hastings becomes executive chairman.
Hastings, 62, had been Netflix's CEO for more than 20 years after taking over the role from his friend and fellow company co-founder Marc Randolph in the late 1990s.
Losing Hastings as co-CEO \"leaves some big shoes for me and Greg to fill,\" Sarandos said during a conference call late Thursday. \"Fortunately, we have four feet to do it with.\"
As he handed off the CEO baton, Hastings said Sarandos and Peters were \"more than ready\" to succeed him. \"They both have such amazing talents and gifts,\" Hastings said during the conference call. \"Frankly, more and more, they have already been leading the company.\"
Insider Intelligence analyst Paul Verna interpreted the new leadership as another step in Netflix's evolution from its roots as a technology company led by a mathematical whiz in Hastings to an entertainment service led by Sarandos, who has long negotiated deals with Hollywood studios, and Peters, who oversaw the expansion into advertising.
\"The current shift puts advertising in the center of the picture, alongside content,\" Verna said.
The upturn in Netflix's subscribers didn't boost profits, largely because the strong dollar weighed on international<\/a> results. The Los Gatos, California, company earned $55.3 million, or 12 cents per share, during the fourth quarter, a 91% decline from the same time in the prior year. Revenue rose 2% from the previous year to $7.85 billion, a modest gain that suggest some ongoing subscribers may have hopscotched from a more expensive plan to the lower priced ad-backed option.
The earnings fell below the predictions of analysts who shape investors' expectations. But investors appeared to be more focused on the subscriber gains that were far above projections. Netflix's shares climbed nearly 7% in extended trading to $337.60. The stock price has double from a five-year low of $162.71 reached last May, but is still far below its all-time high of nearly $701 in November 2021.
Last year's subscriber downturn, unprecedented since Netflix separated its streaming and DVD-by-mail services in 2011, prompted management to embrace advertising for the first time. The company is now preparing to crack down on the rampant sharing of passwords that has enabled an estimated 100 million people worldwide to watch popular shows such as \"The Crown\" and \"Stranger Things\" for free.
Bolstered by its holiday-season uptick, Netflix now boasts nearly 231 million worldwide subscribers - more than any rival in an increasingly crowded field of video streaming competition that includes the likes of Amazon, Hulu, Google's YouTube, Walt Disney Co. and Apple, the world's richest company.
Now that consumers have so many choices with only so much discretionary income to spend, Netflix has conceded it will be difficult to attract more customers as it historically has done. Its growth peaked during the first phase of the pandemic when the video streaming service added more than 36 million subscribers during 2020 while most people were corralled at home. By comparison, Netflix picked up fewer than 9 million subscribers for all of last year.
The slowdown prompted Netflix to stop its long-standing practice of projecting how many subscribers it expects to gain from one quarter to the next, an attempt to lessen investors' focus on that number. Instead, Netflix is putting more emphasis on revenue and profits growth, a goal that figures to be helped by more money pouring in from ad sales.
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Netflix的4问用户激增,长期首席执行官传递接力棒
公司周四公布获得770万用户在10期间,一段的首次亮相,其中包括广告选择7美元每月,不到一半的价格最受欢迎的免费计划。性能跟踪用户收益超过分析师的预期在7 - 9月期间,Netflix的客户连续第二个季度亏损。
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网飞公司的用户增长再次飙升,提供一个早期的迹象表明其转向包括广告更便宜的版本的视频流服务是帮助对抗更激烈的竞争和吸引注重客户应对通货膨胀。
公司周四公布获得770万用户在10期间,一段的首次亮相,其中包括广告选择7美元每月,不到一半的价格最受欢迎的免费计划。性能跟踪用户收益超过分析师的预期在7 - 9月期间,Netflix的客户连续第二个季度亏损。
恢复了它的动量,Netflix也宣布其联合创始人Reed Hastings将放弃其联合ceo的头衔,完成过渡,始于2020年7月,任命其编程首席供应商Ted Sarandos,联合首席执行官。格雷格•彼得斯Netflix的首席运营官,供应商将加入Sarandos联合ceo而黑斯廷斯成为执行主席。
62年黑斯廷斯,Netflix的首席执行官已经20多年后接管这个角色从他的挚友,公司创始人马克·伦道夫在1990年代末。
失去黑斯廷斯的联合ceo”留下了一些大的鞋子对我和格雷格•填补“Sarandos周四晚间在一个电话会议上说。“幸运的是,我们有四英尺。”
他移交CEO接力棒,供应商黑斯廷斯说Sarandos和彼得斯是“准备”接替他的职位。“他们都有这种惊人的天赋,”黑斯廷斯在电话会议上说。“坦率地说,越来越多,他们已经领先公司。”
内幕情报分析员保罗弗娜解释新领导的又一步Netflix的进化从根部科技公司由一个数学奇才在黑斯廷斯娱乐服务供应商由Sarandos,长期与好莱坞电影公司谈判交易,彼得斯,负责拓展广告。
“目前的转变使广告画面的中心,除了内容,”弗娜说。
Netflix的用户并没有增加利润的回升,很大程度上是因为强势美元承压国际结果。加州洛斯盖多斯,公司获利5530万美元,或每股12美分,在第四季度下降了91%,从之前的一年。收入较上年同期增长2%,至78.5亿美元,表明一些正在进行的用户可能会获得一定的利润已经越过从一个更昂贵的计划到低价ad-backed选项。
收益低于分析师的预测型投资者的预期。但投资者似乎更关注的用户收益远高于预期。Netflix的股价在盘后交易中上涨近7%,至337.60美元。股票价格从五年低点162.71美元达到双去年五月,但仍远低于2021年11月近701美元的历史高位。
去年的订户低迷,前所未有的自2011年Netflix分离流和dvd邮寄租赁服务,促使管理广告第一次拥抱。该公司正准备打击猖獗的共享密码使全世界估计有1亿人观看流行节目如“王冠”和“陌生人”免费的。
得益于政府的假期上升,Netflix现在拥有全球近2.31亿用户——比任何竞争对手在一个日益拥挤的视频流的竞争领域,包括亚马逊、Hulu,谷歌旗下的YouTube,华特-迪士尼公司和苹果,世界上最富有的公司。
现在,消费者有很多选择只有这么多的可支配收入花,Netflix已经承认很难吸引更多的顾客,因为它在历史上所做的。增长达到第一阶段的大流行期间当视频流服务增加了超过3600万的用户在2020年大多数人关在家里。相比之下,Netflix捡起不到去年的900万用户。
经济放缓促使Netflix停止长期实践的预测有多少用户,预计获得从一季到下一个,试图减轻投资者的关注。相反,Netflix将更加注重收入和利润的增长,一个目标,得到帮助的数据从广告销售更多的资金涌入。
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