Netflix Expects to Lose 1 Million Subscribers as Price Hike Takes Effect
Netflix today told shareholders that it's slashing its domestic subscriber guidance by 1 million customers as the company's restructured subscription plans and new pricing go into effect. Projections for the third quarter now sit at 24 million, representing a 4 percent slide and enough to spook investors into selling off shares.
According to The Wall Street Journal, news of the revised guidance sent shares tumbling 15 percent to the lowest the stock has been in 2011. However, there's a bit of silver lining for investors who choose to ride the current wave of uncertainty, as Netflix didn't alter its financial guidance for the quarter.
Netflix caused a stir on the Internet two months ago when it announced plans to split its DVD-by-mail and streaming services, effectively jacking up the price for those who wish to continue subscribing to both. Despite the consumer backlash and expected loss of 1 million subscribers, Netflix is steadfast that this was a good decision.
"We remain convinced that the splitting of services was the right long-term strategic choice," Netlix said in a note to investors. "We know our decision to split our services has upset many of our subscribers, which we don't take lightly, but we believe this split will help us make our services better for subscribers and shareholders for years to come."
Netflix has a long read ahead of it. As All Things D points out, Netflix's stock traded at a high of nearly $300 just before the surprise announcement, and is now down below $200.
Netflix Q3 2011 Guidance Update (PDF)
Image Credit: Netflix
Comments
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LGA1156
September 15, 2011 at 11:45am
How about adding some newer relevant movies to the streaming and not all these crappy indie garbage movies
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embleau
September 15, 2011 at 12:54pm
Again... Not Netfliz fault.... Blame the Studios for not allowing movies to be streamed.
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praack
September 15, 2011 at 11:18am
it's a dilemma for the likes of me- no longer subscribing to paid tv, and not able to get a signal via antennae. Netflix was the replacement and met my need.
However the amount of new streamed is slipping and the back catalogue is suffereing as films that used to be avaialable on streaming have been pulled and others are still only available onDVD - some are over 20 years old !Foreign movies are in the same boat - probably though not worth the effort by netflix
with no real feedback mechanism to netflx the company works in a silo- never really understanding thier customer base.
the streaming plan will not have a 10th of what i am interested in - they are sitting inmy dvd cue, so I'll stick out the price gouging hike for the moment- but if I see one more I too will leave netflix
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BenMo
September 15, 2011 at 8:03pm
You should check out Amazon Prime Videos...slightly better selection than Netflix in HD with better network performance. You have to pay-per-movie for new releases but there's no "Netflix" release date and you don't have to wait for the dvd/blu-ray. Plus you can actually buy some movies for cheap and keep them in your digital locker. It's a pretty good deal.
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bling581
September 16, 2011 at 10:00am
Last time I checked the new release content was like $3-4. If I wanted to pay that much I'd just go to the local video store and....wait, they all went out of business. There is a lot of stuff for $2, but that adds up fast, especially so when TV series are $2 PER EPISODE. I just got done watching the entire season of Stargate SG-1 on Netflix, which (if hosted on Amazon Prime) would've cost me $428.
In short, Amazon Prime is okay for watching one or two of those odd titles you can't get on Hulu, Netflix or Redbox, but in the long run it costs too much.
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embleau
September 15, 2011 at 9:49am
@khan4artist
While Netflix jumped the gun a bit too fast on this as someuid said, the problem is NOT that Netflix is greedy. The studios are. This is because of the studios asking for more and more money from Netflix to stream video. The studios now have realized the streaming is VERY viable now and not just an "enthusist" service. Everyone and their grandmother now is streaming video to multiple devices. the studios now want a much bigger piece of that pie! Why do you think that not everything is streamed on Netflix? The Studios! Some studios are pulling off of Netflix completely so they can stream themselves at 14$/mo. They think that consumers will pay 14/mo at multiple places to get content.
They will be surprised when all this does is raise the privacy amount when people refuse to pay 3-4x 14$/mo for all the content they want.
Honestly if the studios all would strike a deal with Netflix to allow them to stream EVERYTHING and to make that happen Netflixc would have to charge 19$/mo for streaming... I'd sign up in a heartbeat!
Place blame where blame is due... the greedy studios, not Netflix
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hookem123
September 15, 2011 at 9:49am
Way to make a missleading graph Netflix somehow the 12 million customers that they screwed over appear smaller than both the 10 only streaming and 3 million only DVD customers...
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someuid
September 15, 2011 at 9:34am
This can be looked at in different ways. If you compare Streaming vs DVD, it is obvious they think streaming is the future: 22mil streamers vs 15mil dvders.
But when you look at it as Streaming vs Streaming/DVD, the picture changes: 10mil vs 12mil.
So, I think they're headed in the right direction, but went too fast. They should have waited until the steraming only crowd was bigger than the streaming/dvd crowd.
That could have been accomplished with a smaller price hike for DVD customers, not the doubling of cost they implemented.
Regardless, I'm staying with Netflix. I moved to the streaming only plan and I'm doing just fine. It is still better than anything else anyone has out there.
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bling581
September 15, 2011 at 9:51am
I agree. Streaming is the way to go and is the majority of what I watch, but they moved way to fast with pushing people to make a choice. Too much of their content is still disc only. Perhaps they felt that the current disc content would not make it over to streaming? Or maybe they just didn't try hard enough? It's hard to say. I'm sticking with both for another month or so until I can watch some final movies, then switching to streaming only. After several months I might switch back if some good disc titles start to pile up.
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khan4rtist
September 15, 2011 at 9:27am
This company will eventually fall if they dont quit being greedy. Greedyness always comes before the fall of a company. Just look at what happened to Circuit City and Borders. If you treat your customers right, the money will follow. You will definetly lose them by raising prices on everything.
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russgrad
September 15, 2011 at 8:36am
"Despite the consumer backlash and expected loss of 1 million subscribers, Netflix is steadfast that this was a good decision."
I never expected Netflix to come right out and say they messed up, although they know it and we know it. I'm thinking that in 90-120 days, they'll come out with some new service with a price point closer to their old pricing. Never admitting they messed up, but trying to use it as a mea culpa, instead.
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