The Strategist

Wall Street analysts downgrade Netflix stock rating

12/16/2019 - 08:09

Wall Street analysts are skeptical of Netflix's immediate prospects. The company has long been a market leader, but new competitors, namely, Disney + and Apple TV +, are gaining an increasing popularity thanks to the cheap subscriptions. If Netflix does not change its business model, then next year it could lose 4 million users.

Recent data on the number of downloads of the Disney + app show that the new streaming service is steadily winning hearts of users and the market. Now it’s the difficult time for Netflix times, according to leading Wall Street analysts.

Disney + continues to gain in popularity by offering lower subscription prices and exclusive content such as the new Star Wars: The Mandalorian series. One of the characters in the series, Baby Yoda, has already been recognized as a new phenomenon in pop culture, and the series quickly became the most popular not only in the United States, but also outside the country.

After the launch of the service, Disney management reported that 10 million people signed up for the first day. Recently, Google analysts published an annual report on popular user searches, according to which the Disney + service won first place in the United States in 2019.

According to CNBC, recently Disney + also ranked first in terms of downloads from the App Store and Google Play. Apptopia's data collection service analysts said users downloaded Disney + to their mobile devices 22 million times in four weeks after launch. On average, about 10 million people use Disney + every day.

Netflix shares also fell by more than 3% (from $ 310.46 at the peak of December 9 to $ 298.93 at the close of December 12). The fall began after one of the most famous Wall Street analysts downgraded the company's stock rating. Laura Martin from investment firm Needham explained her decision by increasing competition in the streaming services market after the launch of Disney + and Apple TV +.

Martin says that next year Netflix could lose up to 4 million users in the US if it does not reduce the cost of subscribing to the service. Now it ranges from $ 9 to $ 16 per month. According to CNN, the analyst suggested Netflix to introduce a cheaper subscription, which would involve showing several commercials once an hour. In this way, Netflix management could lower the cost of the subscription to $ 5 or $ 7 so that it matches the prices of competitors.

According to CNBC, other Wall Street analysts are also skeptical of Netflix's near-term outlook because the company's stock remains overestimated. In addition, the company is increasing the cost of creating original content in order to keep up with competitors.