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(Picture: AFP via Getty Images)Netflix mooted move into an advertising-based revenue model, at least in part, has drawn surprise in some quarters due to how vehemently against the idea the company was publicly only a couple of years ago. However, times have changed they will argue, and the streaming giant pulling out of Russia means that it has lost more subscribers than it has gained for the first time in 10 years.
Analysts will argue though that Netflix has been facing problems for a few years, with the days where it had an almost monopoly on the online streaming game now very much a thing of the past. The rise of Amazon Prime Video, Disney+, Apple TV and the likes of BritBox have meant there is much more competition in the market – and at a time when budgets are stretched due to the cost of living crisis that we are currently experiencing, it’s only rational that some people would think about cutting back wherever they could.
Russ Mould, investment director at AJ Bell, said: “The cost of creating shows and films continues to go up and Netflix is spending big on marketing to keep its brand in front of consumers, so it needs to think beyond subscription income in terms of money coming through the door.”
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