The Great Netflix Debate: Cast Your Vote Now…
Note from Louis Basenese: Shares of video rental giant, Netflix (Nasdaq: NFLX), have blazed higher this year, more than tripling from levels just one year ago. But they hit a speed bump when the company announced a change to its pricing model and, in turn, revised its growth outlook.
So what does the future hold for the high-flying stock? My colleagues, Karim Rahemtulla and Justin Fritz, offer their opposing views. Take a look and then let us know what you think by casting your vote!
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The Bearish Case: The Beginning of the End for Netflix?
By Karim Rahemtulla, Senior Correspondent
Netflix’s business model is mind-numbingly simple – and profitable.
Subscribers pay a fee to access a library of movies. Netflix delivers them by either mailing a DVD or providing video via online streaming. The fewer videos subscribers order, the more profit Netflix rakes in.
And since everyone eventually runs out of things to watch, those monthly subscription fees pile up. To the tune of $68 million in profits during the last quarter.
But Netflix recently took a controversial decision: It changed its pricing model from $9.99 per month to receive videos both online and via mail to $7.99 per month for each service.
And the decision could prove to be the biggest bonehead move it its history. I’m talking “New Coke” kind of bad.
How so?
Two Million Unhappy Subscribers
Well, there’s no question that Netflix’s DVD library is second to none. It has no competition to speak of.
However, you can’t say the same about its streaming video library. It stinks!
It’s comprised mainly of stuff that you really don’t want to watch anyway – not much new and lots of nostalgia. Kind of like what you get on regular TV.
So by separating the two services (DVDs by mail and online content), Netflix effectively exposed itself to two pitfalls – a rash of cancellations and unnecessary competition.
You see, I’m convinced that many subscribers are going to cancel the online service and just stick with the DVDs. So instead of earning $9.99 per month under the previous model, Netflix is only going to earn $7.99 per month from these subscribers.
I’m not alone in my thinking, either.
Research firm TDG says, “70% of Netflix dual-subscribers – those that use both DVD-by-mail and streaming video – are disappointed with Netflix’s new pricing scheme.” And they expect the company to lose two million to 2.5 million subscribers as a result. Ouch!
Moving on to the competition front, retailing giants Wal-Mart (NYSE: WMT) and Amazon (Nasdaq: AMZN) are jumping into the mix. In fact, Wal-Mart just announced on Tuesday that it’s going to offer a video service that would stream many movies the same day they come out on DVD.
And since Netflix’s online model is open to duplication, the battle will be won on two fronts: selection and price. Well, we already know that Netflix’s selection stinks. And price wars don’t help any company’s stock price. The early battles between Netflix and Blockbuster proved that.
Bottom line: While it seemed like a sound, revenue-boosting strategy, Netflix actually jumped the gun with its new pricing model, without having the online goods to deliver. And I expect shares to pay the price in coming quarters.
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The Bullish Case: Look for Netflix to Crush Expectations
By Justin Fritz, Staff Writer
The backlash that Netflix is receiving on Wall Street regarding its pricing model change is completely overdone.
Sure, its new model means subscribers are now going to pay 60% more if they want both the DVD-by-mail and streaming video services.
But in dollar terms we’re only talking about an extra $6. That’s nothing, considering the average Comcast (Nasdaq: CMCSA) customer pays $71 per month.
And while I’ll concede that any price hike is bound to negatively impact subscriber growth, the financial press would have us believe that Netflix’s growth is suddenly going to grind to a halt. That’s hardly the case.
In fact, the company expects to add 400,000 new U.S. members in the next quarter – a 49% boost over the same quarter last year.
What’s more, the new pricing structure should actually boost sales for the coming quarter – much more than the company expects. Here’s why…
New Price = Higher Sales
Consider this: Netflix reported second-quarter revenue of $770 million in the United States. And with 24.6 million domestic subscribers, that puts the average revenue per user (ARPU) at $10.43.
In other words, that’s how much each subscriber generated for the company per month.
By the end of the third quarter, Netflix projects its total subscriber base to hit 25 million, split into three groups: 10 million streaming-only customers, three million DVD-only and 12 million subscribing to the combo package.
Based on those numbers, and Citigroup’s (NYSE: C) projected ARPU of $13.16, Netflix revenue could hit $987 million this quarter. That represents a 19% increase over the company’s third-quarter projection and a 28% boost over the second quarter.
Granted, Citi’s numbers reflect a high percentage of users opting for more than one DVD at a time. But even when you factor in the lowest possible revenue per segment, the ARPU still clocks in at $11.82. And Netflix would be looking at potential sales of $886.5 million.
Either way, Netflix is poised to trounce Wall Street’s third-quarter sales forecast of $845 million. And that should help shares regain their upward momentum.
Bottom line: Investors that are now bailing on Netflix following its pricing change and revised growth outlook need to get a clue! Since the new pricing model translates into more revenue per subscriber, Netflix is on track to trounce estimates, which should propel shares higher.
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Speak Up! Now that you’ve heard from our two experts, whose argument above was most convincing? Cast your vote and share your opinions with us and fellow readers below:
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I know not what course others may take, but as for me, when the time comes, I will be changing my combo to a DVD-only.
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I had Netflix`s and the service went down hill. I am now with Blockbuster and get better service and movies faster. You said it right, the biggest BONEHEAD move of all time. Serves them right to go under. You don`t treat subscribers that way, and to do it with already crappy service.
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Netflix revenues and share-price should increase in the short-term. However, successful marketing usually requires a better combo-price than the sum of the two individual subscription prices. Usually to increase prices successfully in the medium term you have to offer consumers some extra benefits.
It doesn’t sound as if the competition is organised enough yet to make an impact on Netflix, but that day will come and could start eroding Netflix’s sales. On the other hand, Netflix could fight back with some monthly specials which will look more attractive compared to the standard prices.
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What is going up must come down eventually as dictated by the law of gravity
Price move in time of financial crisis is a deadly one;it may be proven fatal as a result of such dumb move.There is a corporate greed factor-to squeeze as much and soon as possible while it is going good.It hits not speedbump but solid wall..
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The Netflix price hike/subscription changes will just force subscribers to move to better options, including Apple TV and iTunes. None of the options out there for streaming are currently great, but with what’s going on in the audio “cloud” and with spottify, it’s just a matter of (a short amount of) time before video is there. I’ve been a netflix subscriber for a long time, acknowledging that I’m wasting money each month. This price hike is enough to force me to do something I should have done long ago.
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if this move causes wall- mart to move quicker with new release streaming video then Netflix just cut their own throat.
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Here comes Walmart and don’t forget
Red Box (coinstar)
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It is still a good value for any household. maybe the “option” will let them realize better focus and control.
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These are unusual days. Netflix customers with no home (mailing address) might have a streaming video account & a laptop to watch in a wifi hotspot.
Cable TV & U-Verse – they are all too expensive in this economy. Hulu is free and Netflix & Hulu plus might be the only way many of us can justify to cost of television. In our city, local stations do not come in clear unless we have cable.
All in all, you get more for your money (even with old programming) if you nix the cable and go with Netflix DVD & Streaming.
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I’m one of those that dropped Netflix . But in no time the increase will not be remembered, and new customer growth will continue .
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The field has already spoken. I personally know at least five Netflix members that are displeased with the new pricing and either intend to reduce service or look elsewhere for a new product. Karim is exactly right as it relates to its aged streaming video portion of the service. I think they will regret the day they changed the service.
Personally I believe if they raised their price marginally they would have faired better.
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NetFlix is certainly doing its best to irritate lots of people. Readers may be interested to know that the two major consumer organizations of blind and visually impaired people have both written critical resolutions regarding recent changes on Netflix website that makes it unusable by people who must use screen reading software for the blind. So my take is that Netflix is just getting it wrong everywhere these days.
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I plan on canceling my streaming account this week and only order one movie at a time by mail. I am also looking for any company that will give me the old Netflix plan or something better.
Jay
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Bandwidth will cripple the business plan.
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Pigs get fat, hogs get slaughtered.
Watch the members run.
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