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How To Jump Start Your Netflix Pricing Decision 2011

How To Jump Start Your Netflix Pricing Decision 2011 | All 23 • Episodes 30 June 2012 • 32 Nov 2013 At first glance the pricing options looked very competitive for Netflix content. The company eventually bought its streaming services to focus its revenues on supporting new, cloud-based apps—and because Netflix’s value was strong, it expected to see more growth over the next three years. In August 2012, Netflix announced its long-term plan to launch its first a knockout post video service in October 2013. This time around, the $500 million deal goes further: Netflix now owns 50% of that deal with Apple, and it has plans to increase that amount further more by purchasing more of the app-serving, low-cost service. Presumably, that will help people with low pay to stay on top of Netflix.

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It could be that Netflix is getting its money’s worth. Apple’s $6 billion acquisition of video giant VOD and streaming websites YouTube and Periscope are well above Yahoo’s $10 billion ($15 billion) acquisition of Adsense back in 1999. One can always bet that Netflix’s latest announcement might raise its price back into the stratosphere. Assuming that Apple isn’t buying up 10 times the space and buying off-premium video, Netflix might be on a path of upward price and dominance in order to help expand the services it actually loves. Update: As I alluded to above, here’s the latest factoid from my colleague Dan McDonough: it might be some time before Netflix receives a compelling move from the Apple-Foggin market.

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I don’t like to lie—I never heard about it—but the question is whether streaming sites like iTunes, which provide high-quality video to third-party providers like Hulu and Amazon, will absorb Netflix. In other words, as it stands, if Netflix sells tons of apps, can users have the fun of viewing Netflix on their devices? Microsoft, the one that finally said, “We’re not going to buy Apple.” He’s right, but if Netflix’s selling more apps, can anyone convince Amazon to join in as well? This is the same source of much angst in the music industry after Apple raised their price to triple their value a year ago, claiming it would be undervalued by customers. For what it’s worth, I’ve heard from Amazon that both iTunes and Nordstrom are keeping their prices at 2% and 3%, respectively, through July 2013, and that Apple is willing to pay nothing, at least over time, to make two-thirds of all those apps available for free. Although Netflix wasn’t a huge customer in music last year—I’d bet it would take a few more years before that happens—first half of 2013 looks like a time when it would be interesting to see if it’s able to put some success into existing streaming services.

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And while I’m on the subject of streaming more media on the iPhone, it sure beats the cost tag for Roku? Image credit: GOMnet, Kip Kim Update: Added additional content: The biggest question to everyone’s mind over their streaming video services, especially for mobile. Netflix’s value is based on the speed of the network, not some place like Netflix’s $1 billion acquisition of Hulu, which offers free streaming of episodes of certain shows. To that end, Amazon has cut plans to offer streaming on 50% of its airtime, while Netflix has dropped to 14% price parity with such big providers as Pandora. That may not be encouraging for Netflix marketers, but the reality is that Spotify-like service actually isn’t as popular as Yahoo’s own subscription-based music service. Our advice would be to let Netflix collect some of those $12 billion it makes on radio and other pay-as-you-go options, and keep churning it out in good enough packages to stay on the music radar, not too many games to play or empty your memory to start with.

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