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JPMorgan analyst Doug Anmuth told investors in a note Thursday that key concerns remain regarding Netflix (NASDAQ:NFLX).
Anmuth, who has a Neutral rating and a $230.00 per share price target on the stock, added that “sentiment remains broadly cautious.”
The key concerns include the uncertainty around the timing and the range of outcomes for account sharing efforts and advertising, the limited visibility on the second half and 2023 subscribers, and the “lack of N-T catalysts” amidst a challenging macro backdrop.
“In recent weeks, the focus has intensified around NFLX’s ad-supported tier w/Co-CEO Ted Sarandos confirming the product in Cannes & NFLX seemingly meeting w/multiple potential partners,” said Anmuth. “We believe NFLX has increased urgency around the ad rollout, which appears to be accelerated to later this year. However, the company has also cautioned that its ad efforts will be iterative over time and the day 1 launch will not look like the product 6-12 months out.”
JPMorgan believes Netflix will also try to time the rollout of its ad-supported tier with elevated account sharing efforts.
“Tightening up around even some of the 100M account sharers globally could be effectively viewed as a price increase. Launching the ad-supported tier simultaneously could offset some of the impact to members by providing a lower-cost option. We believe NFLX can be successful w/each of these initiatives over time, but it is their “forced” nature to combat slowing subscriber growth that still weighs on investors, along with uncertainty around execution & trade-down risk from Basic/Standard/Premium plans to an ad-supported tie.”
