Netflix may test just how essential it is
Live MintForget dinner and a movie. The price of a standard plan, Netflix’s most popular, recently increased for Canadians by C$1 to C$15 a month; its premium service for 4K streaming went up C$2 to C$19 a month. As the company improves its product, it will “occasionally go back and ask those members to pay a little bit more to keep that virtuous cycle of investment and value creation going,” Greg Peters, Netflix’s chief operating officer, said when asked about the potential for higher rates during Tuesday’s pre-recorded earnings video call. In a survey that Wall Street research firm Cowen & Co. regularly conducts, 53% of respondents said in September that they’d be willing to pay more for Netflix than they already do — a jump from 48% at the end of last year. Regardless of how long the pandemic persists — and as much of a leader as it is now with 195 million paying members — Netflix’s growth is slowing in the U.S., and so it’s going to need another way to pay for its immense content bills.