Netflix ad tier: Analysts bullish as streaming giant unveils key details
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much anticipated pricing
Netflix ad tier: Analysts bullish as streaming giant unveils key details
Netflix stock (NFLX) closed more than 5% higher on Thursday as investors received more clarity on the platform's upcoming advertising tier.
Shares leveled out on Friday, trading relatively flat in mid-morning trading, as analysts weighed in on Netflix's much-anticipated announcement.
In a new note to clients, UBS analyst John Hodulik increased his price target on the stock by $52 to $250 a share on a belief that Netflix's ad tier "will be accretive to [long-term] revenue & profitability," estimating that the ad tier could provide a 10% boost to total revenue in the coming years.
Hodulik also cautioned that the business will likely take time to scale with foreign exchange pressures and other macroeconomic headwinds weighing down near-term benefits.
JPMorgan analyst Doug Anmuth, who maintains a Neutral rating on the stock with a $240 price tag, added that the ad tier's lower price point ($6.99 in the U.S.) indicates Netflix's confidence in advertising revenue.
On a call prior to the announcement, Netflix Worldwide Advertising President Jeremi Gorman said the platform "nearly sold out all of its [ad] inventory" globally for launch — bucking the trend of a global ad spend slowdown.
The company also shrugged off concerns about consumers trading down to the ad tier.
"We're not trying to steer people to one plan or the other," Netflix COO Greg Peters said on the call. "We think the revenue model will be fine as a result."
Elsewhere on Wall Street, Citigroup maintained its Buy rating on the stock while Wedbush reiterated its Outperform rating.
'Everything people love about Netflix'
The company's ad plan, dubbed "Basic with Ads," will cost $6.99 a month in the U.S. and officially launch on Nov. 3 at 9AM PT — just ahead of Disney's ad-based offering on Dec. 8 (which will be priced at $7.99.)
"Basic with Ads" will complement Netflix's existing ad-free tiers and be available in 12 countries, including the U.S., the U.K., Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, and Spain.
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