Stock Market News

Netflix’s Move to an Ad-Supported Tier ‘Strategically Sound’ – Morgan Stanley

2022.08.30 19:14

Netflix's Move to an Ad-Supported Tier 'Strategically Sound' - Morgan Stanley
Netflix’s (NFLX) Move to an Ad-Supported Tier ‘Strategically Sound’ – Morgan Stanley

By Sam Boughedda

An analyst at Morgan Stanley told investors in a note on Tuesday that Netflix’s (NASDAQ:NFLX) launch of an ad-tiered subscription is beneficial to long-term revenue growth.

In a deep dive on Netflix, the analyst, who has an Equal-Weight rating and $230 price target on the stock, explained that the primary benefits of launching an ad-supported tier are lowering the consumer burden on average revenue per user growth (ARPU) and total addressable market expansion.

“We see the move into an ad supported tier as strategically sound. It should allow Netflix to grow ARPU, which will be the primary driver of revenue growth over time, with less dependence on raising consumer prices by delivering a highly compelling audience and ad products to advertisers. It also provides an on-ramp to live sports, a substantial element of the TV TAM that Netflix does not address today,” the analyst wrote.

The analyst suggests that high levels of engagement and the potential for premium CPMs suggest a $7 to $9/monthly US price point creates an opportunity for incremental net adds while likely limiting the risk of ARPU dilution.

Ultimately, he believes Netflix’s advertising success will come from taking market share rather than new ad spending.

“Netflix’s advertising gains will primarily be lost revenue for other ad platforms. When we further consider the ramping ad impression supply across streaming competitors (Disney Plus, Paramount Plus, HBO Max, Freevee, etc.) in the context of fairly fixed demand, we can imagine a scenario where these premium CPMs normalize at lower levels over time.”

Netflix shares are down over 2% Tuesday.

Source

Related Articles

Leave a Reply

Back to top button
bitcoin
Bitcoin (BTC) $ 97,443.11 1.50%
ethereum
Ethereum (ETH) $ 3,336.10 2.32%
tether
Tether (USDT) $ 1.00 0.05%
solana
Solana (SOL) $ 246.66 4.85%
bnb
BNB (BNB) $ 650.38 2.95%
xrp
XRP (XRP) $ 1.36 11.89%
dogecoin
Dogecoin (DOGE) $ 0.416524 11.13%
usd-coin
USDC (USDC) $ 1.00 0.02%
cardano
Cardano (ADA) $ 0.989753 8.46%
staked-ether
Lido Staked Ether (STETH) $ 3,338.16 2.14%
tron
TRON (TRX) $ 0.204529 7.02%
avalanche-2
Avalanche (AVAX) $ 39.88 7.02%
stellar
Stellar (XLM) $ 0.534932 22.46%
the-open-network
Toncoin (TON) $ 6.00 3.21%
shiba-inu
Shiba Inu (SHIB) $ 0.000025 9.29%
wrapped-steth
Wrapped stETH (WSTETH) $ 3,965.16 1.95%
wrapped-bitcoin
Wrapped Bitcoin (WBTC) $ 97,309.07 1.17%
polkadot
Polkadot (DOT) $ 8.41 4.63%
chainlink
Chainlink (LINK) $ 16.63 4.30%
bitcoin-cash
Bitcoin Cash (BCH) $ 492.58 7.56%
weth
WETH (WETH) $ 3,335.63 2.23%
sui
Sui (SUI) $ 3.28 7.86%
pepe
Pepe (PEPE) $ 0.00002 9.78%
leo-token
LEO Token (LEO) $ 8.64 0.25%
near
NEAR Protocol (NEAR) $ 6.29 1.52%
litecoin
Litecoin (LTC) $ 94.84 7.89%
aptos
Aptos (APT) $ 11.96 6.53%
uniswap
Uniswap (UNI) $ 10.55 0.64%
wrapped-eeth
Wrapped eETH (WEETH) $ 3,512.80 2.26%
hedera-hashgraph
Hedera (HBAR) $ 0.144057 4.75%
usds
USDS (USDS) $ 0.998666 0.34%
internet-computer
Internet Computer (ICP) $ 10.86 6.71%
crypto-com-chain
Cronos (CRO) $ 0.188099 4.32%
polygon-ecosystem-token
POL (ex-MATIC) (POL) $ 0.542468 2.98%
ethereum-classic
Ethereum Classic (ETC) $ 28.12 7.75%
render-token
Render (RENDER) $ 7.53 3.90%
ethena-usde
Ethena USDe (USDE) $ 1.00 0.08%
kaspa
Kaspa (KAS) $ 0.149276 8.58%
fetch-ai
Artificial Superintelligence Alliance (FET) $ 1.43 4.97%
bittensor
Bittensor (TAO) $ 499.09 5.86%
whitebit
WhiteBIT Coin (WBT) $ 24.46 0.88%
dai
Dai (DAI) $ 1.00 0.08%
arbitrum
Arbitrum (ARB) $ 0.827254 3.16%
bonk
Bonk (BONK) $ 0.000045 12.31%
mantra-dao
MANTRA (OM) $ 3.72 3.26%
cosmos
Cosmos Hub (ATOM) $ 8.60 5.60%
vechain
VeChain (VET) $ 0.040601 6.01%
celestia
Celestia (TIA) $ 7.89 26.25%
filecoin
Filecoin (FIL) $ 5.45 4.71%
okb
OKB (OKB) $ 52.76 3.86%