Analysts anticipate a further increase in Netflix prices in 2024. The streaming giant has made no secret in the past of its intention to reevaluate its price scales upwards.
The streaming wars are over and Netflix has wonheadlined the Financial Times at the end of January 2024. It is customary to say that history is written by the victors. As for SVOD, it is perhaps not history that will be rewritten, but the price list. And, in this regard, Netflix could well seize its chance in 2024.
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In any case, this is what UBS Securities analysts anticipate, a note of which was consulted on February 27 by the American magazine Variety. “ We expect price increases this year », they write. This prospect could lead Netflix's turnover to grow by 15% in 2024, compared to 7% last year.
The forecasts of the Swiss bank's analysts have, to this date, not been confirmed by the streaming giant. However, they indicated that the tariff increase alone would not do everything. Growth will also be driven by gains from advertising, and the recruitment of new customers – Netflix having become inflexible on account sharing.
The estimates are today surrounded by certain vagueness. Besides the fact that they are currently only conjectures, unknowns remain. What increases are we talking about, if any? And, above all, which regions will be affected? Netflix may apply a differentiated policy depending on the markets in which it is present.
Concerning France, the last upward revaluation of Netflix prices took place in October 2023. The “Essential” and “Premium” subscriptions each took two euros more per month, at 10.99 and 19.99 euros. However, the “Essential” package did not last long – it was eliminated in December for France.
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Netflix wants to relaunch an increase policy
As Variety recalls, Greg Peters, the co-CEO of Netflix, indicated during the presentation of the results for the fourth quarter of 2023 that the platform had “ largely suspended price increases. » This pause was justified by the launch of the program to combat account sharing.
“ We considered this to be a form of surrogate price increase ”, according to Greg Peters. “ Now that we have taken this step, we are able to resume our standard approach to price increases “. And to add “ that in summary, it could be: 'back to business' “.
We should therefore expect new tactics from Netflix to push the public to pay more. However, one hope remains: Greg Peters admitted that France, as well as the United Kingdom and the United States, have already faced a recent rise. Perhaps for these three markets some leniency is to be expected. For 2024, at least.
