Netflix’s Cash-Fueled Road to Streaming Dominance


Listed below are some notable numbers from Netflix:

  • 130 million paying prospects as of September

  • $14.9 billion in income within the final 12 months

  • $1.three billion in revenue for a similar interval

  • 7.6 million extra paid subscribers anticipated to be added within the final three months of 2018

  • 23 Emmy Awards this yr, the identical as HBO

Right here’s one other: $18.6 billion.

That’s the quantity Netflix has dedicated to spending on content material, together with many sequence that gained’t present up on the service for months or much more than a yr, like new seasons of “The Crown” and “Stranger Issues” and the much-anticipated lineup from the tremendous producer Shonda Rhimes.

It’s additionally excess of what conventional gamers just like the Walt Disney Firm, HBO or NBCUniversal typically spend on leisure.

However that’s why traders are mad for Netflix. They’re betting on its unorthodox media mannequin: Spend huge now, and reap an enormous subscriber base (and massive income) later. Presumably a lot later. The service’s present tally of 130 million prospects beat Wall Road estimates, however traders are in the end relying on 300 million, or extra.

The dimensions of that quantity explains why Netflix is valued so extremely relative to different leisure companies. The corporate’s market capitalization stands at about $156 billion. Disney, by comparability, is valued at about $174 billion.

These figures look out of whack when the sizes of the businesses are in contrast. Netflix had $14.9 billion in income and $1.three billion in revenue for the final 12 months. Disney generated $58 billion in income and $10.1 billion in revenue for the 12 months that ended June 30. (Disney gained’t report outcomes for its most up-to-date quarter till Nov. eight.)

In different phrases, Disney made eight instances the cash that Netflix did, however it’s value solely about 12 % extra. One other technique to take into account it: Netflix traders are paying about $120 for each $1 of revenue it generates. For Disney, traders are paying about $17.

Netflix is the streaming pioneer, however it’s about to get some critical competitors.

Disney, led by Robert A. Iger, has already launched a streaming sports activities service, ESPN Plus, and can introduce an leisure providing subsequent yr. The corporate additionally spent $71.3 billion for most of Rupert Murdoch’s media empire, including the 20th Century Fox movie and television studios, a set of cable networks and — critically — a controlling stake in the streaming service Hulu. Disney will soon be able to sell access to films like “Black Panther,” “Avatar” and the original Star Wars trilogy directly to home viewers without having to go through Netflix.

Netflix is also part of the reason AT&T spent $85.4 billion for Time Warner — renamed WarnerMedia — which will unveil a streaming service built around HBO by the end of next year.

Those astronomical deals put Netflix’s $18.6 billion content spend in a slightly different light.

“There are so many competitors,” Reed Hastings, Netflix’s chief executive, said on an earnings call Tuesday. “Disney’s going to enter. AT&T is going to expand HBO. YouTube is on fire. And there’s video gaming like Fortnight. There are so many ways to have great entertainment on the screen.”

Mr. Hastings acknowledged that Netflix would eventually have to compete against all types of subscription providers, however “it appears very far off, from all the things we’ve seen.”

He added that as extra media firms began promoting on to shoppers, conventional TV networks must concentrate on information and sports activities to thrive. New Fox, the printed enterprise that can stay with Mr. Murdoch after the Disney deal closes, has guess on sports activities programming like “Thursday Evening Soccer” and native information. Mr. Hastings referred to as that “an excellent technique,” since that kind of content material is “extra immune to the rise of the web.” (Mr. Murdoch will even retain the Fox Information cable community.)

Netflix’s urge for food for content material means it has to spend huge, leading to what’s often known as “destructive free money circulate.” More cash goes out the door than coming in, a distinction that Netflix covers by borrowing much more.

However Netflix can even present a revenue as a result of accounting guidelines permit leisure firms to report most of their manufacturing or licensing prices afterward.

A present like “Stranger Issues,” completely funded and owned by Netflix, prices as a lot as $eight million per episode. Netflix pays for all of that upfront, however the fee isn’t counted till the present is out there on the service, typically a yr or extra after manufacturing. The subsequent season is anticipated to be launched in the summertime of 2019.

Multiply that by the a whole lot of hours of authentic content material that Netflix produces yearly, and the money begins to bleed out. The corporate had destructive free money circulate of $2 billion final yr. It expects that determine to rise to about $three billion this yr and about the identical subsequent yr.

For Netflix, it’s all a part of the plan. An aggressive content material technique fuels a profitable advertising technique that results in extra subscribers. (There’s additionally mounting debt.)

Selling “Home of Playing cards,” now in its last season, was “actually about promoting Netflix,” Ted Sarandos, the chief content material officer, stated on the decision. “It’s getting folks enthusiastic about seeing one thing they will solely see on Netflix.”

The “you’ll be able to solely see it on Netflix” mannequin has additionally fueled the creation of rivals’ providers. That might result in a content material chilly battle by which studios discontinue licensing reveals and movies to different retailers in favor of their very own streaming providers.

Disney, for instance, plans to drag its Marvel movies, like “Black Panther” and “The Avengers,” from Netflix as soon as these licenses begin expiring subsequent yr. Viewers will doubtless need to go to Disney’s new streaming service or Hulu to observe these motion pictures.

AT&T is prone to do the identical with its blockbuster options, akin to “Surprise Lady,” or hit sequence like “Mates” as soon as these syndication rights begin expiring.

Meaning much less content material can be obtainable to Netflix. Nevertheless it additionally means Disney and AT&T must forgo billions in potential licensing charges. That income could also be troublesome to make up with a streaming service that prices $10 or $20 a month. (See Netflix’s money circulate assertion.)

It’d clarify why Mr. Hastings doesn’t appear too bothered by the competitors.

“That’s going to make it thrilling for us,” he stated. “It’s nice for shoppers. Unimaginable for producers. I imply there’s by no means been a lot TV and flicks being created around the globe. So the sport is on.”


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