Waning subscriber growth is the biggest risk that Netflix Inc. (NASDAQ:NFLX) faces amid heightened competition in the streaming business. In the recent quarter, the company added 2.2 million new subscribers against an expected 2.5 million. The raising of streaming planS prices has since emerged as a long-term strategy that should help the company shrug of the effects of slow new subscribers addition.
Netflix Price Hikes
The company has since increased the standard plan price to $12.99, up from $11.99. The premium plan will go for $17.99 a month, up from $15.99. The basic plan remains unchanged and will go for $9 a month.
While the company did carry out a price increase early last year, it refrained from carrying out a price increase on consistently adding new subscribers. However, with the rate of additions slowing down, the company has to bump up prices in a bid to ensure revenue growth.
The price increase comes amid growing competition in the content streaming business. Walt Disney Co (NYSE: DIS) and Comcast Corporation (NASDAQ: CMCSA) are increasingly expanding their footprint in the burgeoning sector in pursuit of market share. Netflix has so far succeeded in shrugging off competition thanks to its robust content library.
Netflix Competitive Edge
By spending more than $17 billion in content every year, Netflix has succeeded in providing subscribers quality content that keeps them subscribed month over month. Likewise, its monthly churn has dropped to less than 2%, the lowest among other streaming services.
Conversely, the key to increasing prices amid slow growth in the addition of new subscribers is convincing customers they are getting value for their money through quality content. The streaming giant has already strengthened its library with a wide breadth of offerings, including animated kids shows, romantic comedies, and reality shows.
Netflix also has a leeway to continue raising prices as it has evolved to become an alternative to cable TV. With is premium service going for $17.99 a month, it is still relatively cheap compared to Cable TV bills that can run up to $100 a month.