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Netflix After Q2 2019 Post-Peak or Strategic Reset?

Report by Karol Severin, Tim Mulligan and Amanda Stears


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The 20,000 Foot View: With a market capitalisation XXX times its current annual net income, Netflix suddenly finds itself scrambling to justify its price-to-earnings ratio. The July XXX earnings call knocked XXX off the market capitalisation of the poster-child of the streaming era in a matter of two days – equivalent to the entire market capitalisation of Snap Inc, another former darling of the tech and media landscape. Peak streaming is meeting peak attention and the clash is pronounced and severe for Netflix. With well-funded direct to consumer XXX threats just around the corner, Netflix needs to recalibrate both its engagement and its revenue mix to win over the next XXX million.

Key XXX of US consumers use Netflix on a daily basis

  • The majority of US XXX year olds are Netflix daily active users (DAUs)
  • Netflix domestic subscribers declined by XXX thousand in XXX 2019
  • Netflix international subscription growth in XXX declined by XXX to XXX million
  • Localisation strategy is more than just original content
  • The next XXX million Netflix subscribers will come from emerging markets
  • Netflix paying subscribers are XXX more likely than the average consumer to pay attention to brands that sponsor shows than those that just have XXX of Netflix’s paid subscribers respond favourably to relevant ads – XXX above the weighted average
  • US Netflix subscribers are slightly more tolerant of ads appearing on a streaming video on de-mand (SVOD) service
  • US Netflix subscribers over-index for gaming behaviour
  • Companies and brands mentioned in this report: Apple TV+, Assassins Creed, Cambridge, Disney +, Game of Thrones, HBO, Kahn Academy, Master Class, Mirriad, MIT, Netflix, Nike, Open University, Snap Inc, Stanford, Stranger Things, Warnerflix, WarnerMedia

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