Netflix move to end sharing accounts spark concerns

Netflix shares fell on Friday, as its surprise move to stop sharing subscriber additions and average revenue per member from 2025 sowed doubts in investor minds about growth peaking in some markets for the streaming pioneer.

The decision to hold back crucial metrics that have moved the stock market comes as Wall Street analysts expect subscriber growth for Netflix in North America and Europe to saturate.

“Investors like transparency and the market has judged Netflix on its subscriber success ever since it has been on the stock market,” said Russ Mould, investment director at AJ Bell.

“To many, it is a valuable metric and hiding it comes at a time when many people are wondering if Netflix has reached maturity in many regions.”

Netflix added new customers in the first quarter, but its second-quarter revenue forecast missed market expectations of $9.54 billion late on Thursday. It also decided not to report subscriber additions and average revenue per member from the first quarter of 2025.

“While this is partially a sign of Netflix’s unrivaled market share, it also raises questions about the streamer’s ultimate ceiling in the current landscape,” said Brandon Katz, entertainment industry strategist for Parrot Analytics.

Netflix’s stock fell 6.5 per cent to $570.34 in early trading and if losses hold, its market valuation was set to fall more than $17 billion to about $247 billion.

The slide also weighed on the shares of peers Roku (ROKU.O), opens new tab and Walt Disney (DIS.N), opens new tab, which fell 1.5 per cent and 1.2 per cent, respectively.

Other technology companies such as Meta’s (META.O), opens new tab Facebook and social platform X too had earlier stopped reporting monthly active users as growth slowed.

For Netflix, investors will also keep a close watch on how sustainable is its paid sharing initiatives, Goldman Sachs analysts said, while the removal of crucial metrics will add to the debate.

On the brighter side, Wedbush analyst Alicia Reese said competitors are likely to continue to struggle in their effort to replace Netflix’s business model, thanks to its “insurmountable lead”. (Reuters)

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