By MICHAEL LIEDTKE and MAE ANDERSON
SAN FRANCISCO (AP) – Unexpected subscribers’ failure sent Netflix shares to Wednesday, forcing the company to consider experimenting with ads and – forcing its remote control – to crack down on millions of free installers using passwords shared by friends or family.
The shock loss to 200,000 subscribers shocked investors, who were told the company was expecting a profit of 2.5 million subscribers. Netflix shares are down 35% on news, falling to the lowest level since the beginning of 2018.
Los Gatos, California, estimates that nearly 100 million households around the world, including some 30 million in the United States and Canada, are free to access the services of a friend or family member. “These are the more than 100 million households who have chosen to watch Netflix,” Red Hastings said in a statement on Tuesday. We have to pay them a certain amount.
This may not hurt at all. Netflix has been experimenting with soft touch programs to persuade those who have not yet registered in Latin America. In Costa Rica, for example, the Netflix plan costs $ 9 to $ 15 a month, but subscribers can create a subscription account for two individuals outside the family for $ 3 a month. On Tuesday, Hastings indicated that the company could receive the same offer in other markets.
Some current subscribers, however, say that even a relatively quiet withdrawal can push them off.
Alexander Klein, who lives near Albany, New York, has been subscribing to Netflix since 2013 and has shared the account with his father-in-law. While he was enjoying the service, he was frustrated by the loss of so many price tags and licensed shows – and any password sharing could be the last straw.
“If you start messing up password sharing and I have trouble paying the full $ 15 (per month) per person at once, that’s frustrating,” he said. “If you decide to do so, I will probably cancel it.”
There are fears that Netflix password sharing could encourage other streaming services to follow suit, but experts say that is not the case.
“I think we can see competitors taking different strategies here,” said Raj Venkatesan, a professor of business administration at the University of Virginia. “Some people violate password sharing by following Netflix management.
Over the years, in the midst of rapid global growth, subscribers have seen the non-confidential practice of sharing passwords beyond their families. And Hastings has previously spoken passionately about protecting Netflix from advertising-free.
But competition is growing. Deep-pocket rivals such as Apple, Walt Disney and HBIO have begun to challenge Netflix’s dominance in their own streaming services. Reducing the epidemic is not only overshadowing consumer favorites but also providing entertainment options, and rising prices are causing families to wonder how much they are willing to pay for streaming services.
All of this has been a source of great frustration for investors for months. A.D. Wednesday’s selloff is the biggest blow to the stock since the end of 2021, when it lost 62 percent of its market value and lost $ 167 billion.
J., a professor at Syracuse University who studies streaming services.
“It looks like Netflix ‘came to Jesus’,” said Hamilton, a former lawyer for film studios. “They have been able to work hard and have been able to play a stressful role for a long time. But now the honeymoon is over and they have to face the reality of the business.
Hamilton believes that the low-cost Netflix service, which includes ads, will be a welcome addition to consumers who want to save money unless subscribers are willing to pay more.
The problem of password sharing may be even more troubling.
Time2Play’s digital marketing strategist Ben Trenor, who recently studied the phenomenon of streaming scams, said: “I think we may be at an irreversible stage of password sharing.” “If you drop someone off from your family account, I think there is a chance that they will not be able to take their own account.
Netflix has already survived a customer response. A.D. In 2011, it plans to launch a paid subscription to its traditional DVD-mail service for streaming services that began at that time. Netflix lost 800,000 subscribers in the months following that change, prompting Hestings to apologize for its spin-off performance. But the company is back.
Hastings, meanwhile, have never been so popular with advertisers as a distraction from Netflix.
Ravin Ramjit, a 41-year-old Londoner, has none.
“Especially since I signed up for Netflix because there were no ads,” he said. “Advertising is very intrusive and can distract your attention and the continuation of the show. You could be in a good and powerful show – you really got it – and suddenly you went into business.
Stars like David Lewis in Norway Connecticut say the change does not seem big. Louis shared the plan with his three adult children and some of their friends, but said they would wait for him, even though they had to pay for each of them.
“We own Netflix and pay four for our family,” he said. “We love the service and the provider.”
Netflix began a new direction last year when it added free video games to give people another reason to sign up.
Anderson from New York. AP Technology writer Matt O’Brien contributed to Providence, RI, and this report.