Latest / Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers
How Netflix Priced Its Way to Streaming Dominance
In this episode of Pricing Power Podcast, Lucas and Luna examine the pricing strategy that turned Netflix from a DVD-by-mail service into the world's dominant streaming platform. They break down the key decisions: the original $7.99 unlimited streaming price, the 2011 price hike that sparked a PR crisis and customer exodus, the introduction of tiered plans based on screen count and resolution, and the 2023 password-sharing crackdown that added millions of subscribers. Lucas explains why Netflix's willingness to raise prices repeatedly—even when competitors like Disney+ launched at…
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