Piper survey shows Netflix can raise U.S. prices by $2.40 per month

Netflix has the potential to continue to raise prices over the coming years, especially with domestic users, Piper Sandler analyst Michael Olson tells investors in a research note after surveying nearly 1,100 U.S. subscribers. The survey shows that the majority of Netflix users would be willing to absorb a price increase today, with a weighted average price increase of $2.40 per month, Olson tells investors in a research note. While the analyst does not expect Netflix to raise domestic pricing this year, he does expect the upcoming launch of HBO Max, at $15 per month, “will validate the notion that Netflix has further pricing power.” Olson does, however, believe Netflix is likely to increase U.S. prices in the next 12-24 months. Despite the launch of new streaming services, Netflix continues to capture a significant portion of traditional content consumption dollars as that spending migrates to streaming, says Olson. The analyst reiterates an Overweight rating on the shares with a $400 price target.