Netflix is approaching the end of its ability to grow by attracting new customers from the ranks of cord-cutters, contends a new report from analyst firm MoffettNathanson.
“Our research shows that most pay TV households already have Netflix, so even if cord-cutting accelerates, Netflix won’t get a whole slew of new customers,” declares the report.
In other words, although cord-cutting is indeed expected to continue, and even accelerate, people discontinue pay TV services because they have Netflix, rather than cut the cord and then discover Netflix.
As its U.S. growth has slowed, Netflix has been successful in its efforts to strike distribution deals and otherwise maximize growth overseas.
But MoffettNathanson suggests that the still-largest SVOD may now need to try wooing consumers who aren’t pay-TV or SVOD subscribers — a prospect that won’t be made any easier by the growing number of free, ad-supported streaming services and low-priced paid services, notes Fast Company.