Netflix Adds 13.1 Million Subscribers In Q4 2023. Will WWE Be The Streamer's Next Big Bet?

Netflix concluded 2023 with over 260 million global subscribers, showcasing an annual growth of nearly 30 million.

In a triumphant conclusion to 2023, Netflix reported a third consecutive quarter of robust subscriber growth, marking a noteworthy rebound for the streaming giant. The streaming service navigated challenges, including a crackdown on unauthorised access and a series of price hikes throughout the year. Netflix's Q4 results, unveiled on Tuesday, underscored the company's ability to attract new subscribers despite the elevated cost of its content.

The announcement included a significant development – a $10 billion deal to bring WWE's popular wrestling program, "Raw," to the platform, signalling Netflix's strategic move to justify higher subscription prices and explore potential opportunities with advertisers for a budget-friendly plan featuring commercials.

The addition of "Raw" is set to complement Netflix's diverse content library, featuring acclaimed shows like the Emmy-winning black comedy "Beef" and the Oscar-nominated film "Maestro." This content strategy proved successful, as Netflix exceeded analyst projections by adding 13.1 million global subscribers in the October-December period – a record-breaking surge for the fourth quarter.

With a substantial increase in subscribers, Netflix concluded 2023 with over 260 million global subscribers, showcasing an annual growth of nearly 30 million. This robust performance marked a significant turnaround from the lacklustre 2022, during which the company added only 8.9 million subscribers, raising concerns about its competitive edge.

The company's resurgence was attributed to a combination of factors, including the introduction of a low-priced streaming plan with integrated commercials, efforts to curb unauthorised access, and strategic adjustments to its programming budget. Concurrently, Netflix implemented a 10 per cent price hike on its premium streaming plan, contributing to increased profits. In the latest quarter, Netflix reported earnings of $937.8 million, or $2.11 per share, compared to $55.3 million, or 12 cents per share, in the same period the previous year. Revenue also rose by 13 per cent to $8.83 billion.

Despite missing earnings per share targets, Netflix's revenue exceeded analysts' forecasts, reinforcing its position as a Wall Street favourite. The company's stock price surged by 65 per cent in 2023, outperforming other media giants like Walt Disney Co. and Warner Bros. Discovery, which faced challenges in monetising their video-streaming services.

Looking ahead, Netflix aims to sustain its momentum by exploring new revenue streams, including advertising and games. The recent "Raw" deal suggests a foray into live programming as a potential growth area. Netflix co-CEO Greg Peters acknowledged the potential of ad sales but emphasised that significant revenue from this avenue may take several years to materialise.

As the streaming landscape evolves, Netflix remains confident in its ability to convert password-sharing users into paying subscribers. The company's crackdown on unauthorised access is expected to contribute to sustained growth in the coming years. Analysts also anticipate an expanded focus on the video game segment, initiated by Netflix in 2021, as subscriber engagement in gaming on the platform continues to rise.