What You Need to Know About Netflix's Price Hike


NetflixNetflix (NFLX) sent shockwaves through the living room yesterday after revealing that it will separate its mail-served discs and data-slurping streaming service into two distinct pricing plans.

The initial reaction by many of the service's 23 million subscribers has been outrage. Members who had been paying $10 a month to receive unlimited streaming and continuous DVD rentals with one disc out at a time will have to pay $16 a month to keep the Internet videos and red mailers coming once the new pricing kicks in come September. Pricier plans that include more DVDs or Blu-ray discs out simultaneously will also be going up by $6 a month.

Couch potatoes may be ready to take a battering ram to Netflix -- or at the very least kick over their ottomans -- but there's no need to panic. Flinging the remote at the flat screen in a fit of rage will be far more costly than anything that Netflix is springing on its subscribers.

Let's tackle some myths and shake off some demons surrounding this deal. Here are four things you need to know about Netflix's price hike.

1. Not Everybody Will Pay More

The new $16 plan consists of paying $8 a month for streaming and $8 a month for DVDs. The retiring $10 pricing that includes both services never included a way for stream-free technophobes to save money by sticking exclusively to optical discs.

They have a choice now.

Streaming continues to grow in popularity among Netflix subscribers, but roughly one-third of its 22.8 million subscribers aren't taking advantage of the Web-delivered video offering. If they don't intend on making the cyberspace leap anytime soon, their monthly bill can go from $10 to $8 by simply sticking only to the disc-based plan.

The same can be said for the tech-savvy fans who consume gobs of streaming content as they use their Netflix discs as Mountain Dew coasters. If they don't look forward to rectangular red mailers being delivered to their door on a routine basis, they can simply pay just $8 a month for only the streaming plan. Yes, this exact plan has been available since January, but those who didn't bother switching now have a bigger financial incentive to do exactly that.

2. The Move Isn't Part of Some Elaborate and Evil Plot

Conspiracy theorists may argue that Netflix planned this all along. Was this a Trojan horse that gestated for four years before springing up and erecting tollbooths? No. Netflix is simply responding to market forces. It obviously feels that it has the pricing elasticity and the stickiness in both its discs and streams to break out this new strategy now.

Streaming was introduced in 2007 at no additional cost to existing subscribers. The value proposition of unlimited discs and digitally delivered flicks has made Netflix one of the country's most popular premium subscriber services.

Those adjusting their tinfoil hats will argue that this was Netflix's plan all along. Including streams at no additional cost has inspired home theater specialists to hop on the platform with aplomb. All three video game console makers offer Netflix streaming through their systems. Several Blu-ray players and DVR boxes come with built-in access to Netflix's digital offerings. Several component makers even have a shiny red Netflix button featured prominently on their remote controls.

3. People Will -- and Do -- Pay for Streams

Netflix expanded outside of the United States by rolling into Canada last year. Instead of building out a network of regional distribution centers to provide overnight postal delivery, Netflix chose to launch exclusively as a streaming service.

In just seven months, Netflix has landed 800,000 Canadian subscribers. Success north of the border finds Netflix ready to expand into 43 countries through Latin America and the Caribbean later this year. Europe, or at least the United Kingdom, is likely on tap for next year.

There are limitations to streaming. Only some of Netflix's library is available digitally, and that catalog may never include the freshest releases. If a studio can milk $5 through pay-per-view or $20 for an outright sale, why devalue its product by making it part of an $8-a-month buffet line?

However, now that Netflix's digital vault has grown into the tens of thousands, it's not as if subscribers will suffer from a lack of streaming choices.

4. There Are Alternatives

No one is telling subscribers that their monthly Netflix bills have to go up by as much as 60%. There are other ways to consume celluloid these days, and the new pricing may find at least some of the service's subscribers looking elsewhere.

Some members may decide to stick with one of the two offerings and find cheaper substitutes for the other service. Those who choose to continue streaming through Netflix may turn to Dish Network's (DISH) Blockbuster, NCR's (NCR) Blockbuster Express, or Coinstar's (CSTR) Redbox to fill their disc needs for newer releases that aren't available through Netflix's digital vault.

Those who decide to subscribe only to the DVD plans can lean on Hulu, YouTube, and whatever on-demand freebies their cable or satellite television provider offers. Online shoppers who are already paying $79 a month for Amazon.com's (AMZN) Prime program for free two-day shipping on most items also now have access to thousands of videos that can be streamed at no additional cost.

Netflix obviously hopes its 22.8 million domestic subscribers choose to stick around, enjoying the broader streaming content it will be able to acquire if die-hard fans don't flinch at the price change. At the very least, it's about to learn if it's the DVDs or the streams that its customers value the most.

So please put that ottoman back in place. The next few weeks for Netflix may prove to be even more interesting than anything it has to feed your flat screen.

Longtime Motley Fool contributor Rick Munarriz owns shares in Netflix.

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Josh The Geek

I recommend Mr. Munarriz check his facts next time so as to avoid making any more statements that undermine his credibility.

Amazon Prime is $79 annually, not $79 monthly.

From "Amazon.com Help: Amazon Prime" (http://www.amazon.com/gp/help/customer/display.html?ie=UTF8&nodeId=13819211)
"Amazon Prime is a membership program that gives you and your family unlimited fast shipping, such as FREE Two-Day shipping and One-day shipping for $3.99 per item on all eligible purchases for an annual membership fee of $79. Amazon Prime members can enjoy instant videos: unlimited, commercial-free, instant streaming of 5,000 movies and TV shows through Amazon Instant Video at no additional cost."

There is no need for the statement, "Rick Munarriz owns shares in Netflix," as anyone who reads this editorial should be able to tell immediately you have a vested interest in Netflix's profitability.

As a Netflix member for over 10 years I was appalled that they would force a 55% price increase ($6 increase on an $11 / mo. plan is 54.5%) on its loyal customers. As if waiting for 28 days after the initial release of a title to make a DVD available and only offering a fraction of their library via streaming was not bad enough, they have the gall to turn around and demand more money? What kind of customer service is that? This reeks of corporate greed. While I'm sure it will line the executives', and shareholders' such as yourself Mr. Munarriz, pockets with more green, it won't be my money filling your coffers. My Netflix account, after 10+ years of membership, has been cancelled.

HBO Go, Epix HD, Amazon Video on Demand, Hulu, and the majority of cable and broadcast stations offer enough streaming content to easily fill any perceived void left by Netflix. Since in practice I cannot get more than about four or five movies per month from Netflix anyway due to turn around time, both by Netflix and my household, RedBox is a much more cost effective option for physical discs.

So long Netflix. Don't let the proverbial door hit you in the @$$ on the way out.

July 19 2011 at 12:35 AM Report abuse +1 rate up rate down Reply

My understanding is that right now, the selection for streaming is limited. Also, some of my nieghbors have told me that the streaming often stops in mid-movie and they have to wait a few seconds for it to start again, which to me could be a very disruptive viewing experience.

I'm sticking to the envelopes only, so my price will drop! Great!

July 14 2011 at 5:08 PM Report abuse rate up rate down Reply
Here's Johnny

With only dial-up I am not able to use streaming. I was a Netflix customer in the past put cancelled out because of dvd's that are damaged and then would have to return the dvd without watching all of it. Netflix will send you out a extra dvd, but that doesn't help for that evening when you planned on a certain movie. They need better quality control.

July 14 2011 at 4:36 PM Report abuse rate up rate down Reply

not enough selection to keep streaming option

July 14 2011 at 12:44 PM Report abuse rate up rate down Reply

It's a price drop for me, I'm just switching to streaming!

July 14 2011 at 11:32 AM Report abuse rate up rate down Reply

Amazon Prime is 79 for a year, not for a month ... get facts straight please!

July 14 2011 at 10:22 AM Report abuse rate up rate down Reply

If Netflix's streaming library matched its DVD library, everyone could switch over to streaming. But for as long as the streaming service has been around, Netflix has done a lousy job of adding streaming content. The reason why many people have the streaming + 1 plan. Doubling the price? Not on me they won't.

July 14 2011 at 2:36 AM Report abuse +1 rate up rate down Reply

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July 14 2011 at 2:06 AM Report abuse rate up rate down Reply

Well written article thank you.. I'll prolly drop to the 8 a month streaming.

July 13 2011 at 11:46 PM Report abuse rate up rate down Reply

not everyone who relies on the dvd or streamed movies is a couch potato by choice. The writer of this article fails to consider the people who are disabled. Smug 30 somethings need to stop writing as if they know everything.

July 13 2011 at 11:09 PM Report abuse rate up rate down Reply