Latest / Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers
How Netflix Tiers Its Streaming Pricing to Maximize Subscribers
In this episode of Pricing Power, Lucas and Luna unpack Netflix's streaming tier strategy—how the company balances ad-supported, standard, and premium plans to cater to different willingness-to-pay segments without cannibalizing revenue. They discuss the password-sharing crackdown's impact, global price discrimination (like the mobile-only plan in India), and the behavioral economics behind tier design. A concrete example: the ad tier launched in 2022 now accounts for roughly 30% of new sign-ups in mature markets. Lucas explains why Netflix's approach to pricing is less about…
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