Netflix, Inc. (NASDAQ:NFLX) original program has given the company a boost in its subscription, which increased by 50% in the third quarter. This was more than expected and has resulted in rising of price targets on the stock by various brokerages the likes of RBC Capital Markets and Goldman Sachs Group Inc (NYSE:GS). The premarket trading of Netflix’s shares was up 18% at $117.93.
The sudden boom has been attributed to its latest raft of original series and particularly the supernatural thriller Stranger Things that premiered in July. It can also be linked to the September second season of the Golden Globe-nominated drama Narcos. The creative control in Stranger Things has provided the company with greater business opportunities.
In a research note, J.P. Morgan Securities analyst Doug Anmuth said, “The benefits of NFLX-produced original content including attractive economics and greater control are clear, and we believe returns on original spend are high.”
Netflix original program: The Company is eyeing much more
Achievements from Netflix original program may have caused so much uproar and concerns. At some point, the company was criticized for spending too much on content, but the question is how else does any business make profits? The criticisms then may not cease anytime soon as the next original show, dubbed The Crown and which is set to debut on November 4 is reportedly costing £100 million.
Netflix’s aim has been to make 50% of its streaming catalog original programming. Besides, a lot is coming up in the next two months the launch of offline streaming taking the lead. According to Anmuth, Netflix is on track to achieving its 60 million plus subscriber goal in the United States by 2020.
Caution of the company’s ability to sustain growth
Wedbush Securities analyst Michael Pachter has questioned Netflix’s extravagant expenditure on original and exclusive content. He says that as all this happens, international profitability remains elusive even as competition for both content and subscribers continue to become ferocious. Cash burn is unacceptably high, which creates concerns of how the company will effectively assemble a content library that will validate its high level of spending.
Another, Canaccord Genuity analyst Michael Graham outlines that Netflix is still in an early phase of penetrating international markets and perhaps the reason its primary strategy is in subscriber growth. Nonetheless, everyone is keen on how Netflix original program tactic turns out in the next few years. The company’s trading session closed at $118.79, a rise of $18.99 or 19.3%