Netflix: subscriber number in the spotlight

On Tuesday, Oct. 18, Netflix Inc. is expected to report for the third quarter of 2022. The company's subscriber growth forecast will be in the spotlight as the streaming leader launches a new ad-supported plan to compete with other industry giants. 

Last week, Netflix announced the plan to be released in November. It will be priced at $6.99 per month. The start date happens ahead of experts’ projections claiming the release to come out in early 2023, or after Disney+’s December rollout. 

The move has been delayed for a long time, but analysts note it is intended to accelerate the entire market. Today, the connected TV advertising market is also growing at a rapid pace.

As the largest player in the industry, Netflix is expected to attract strong demand from advertisers looking for greater reach and a younger target audience, said experts at brokerage UBS Equities.

Refinitiv analysts predict Netflix's subscriber to hike by 1 million in the third quarter of 2022. 

Advertising is an important step as it allows Netflix to compete with other free-to-air broadcasters around the globe, as Paolo Pescatore, an expert at PP Foresight, noted.