En pleine guerre du streaming, Netflix ne séduit plus autant d'abonnés

18 Juillet, 2019, 13:42 | Auteur: Christine Menetries
  • En pleine guerre du streaming, Netflix ne séduit plus autant d'abonnés

Le 17 juillet, la plateforme de streaming a annoncé avoir attiré moins d'abonnés que prévu au deuxième trimestre.

Alors que Netflix attendait une progression de son portefeuille de 5 millions de nouveaux abonnés, ce ne sont que 2,7 millions de nouveaux abonnés que la firme dirigée par Reed Hastings a conquis au 2ème trimestre.

Le groupe refuse d'imputer cette contre-performance à la concurrence qui, selon lui, n'a "pas beaucoup changé" pendant la période sous revue.

"La confiance est en train de s'éroder " La chute en Bourse et la course engagée par Disney, WarnerMedia, Apple et Universal pour lancer leur offre de streaming et 'tuer Netflix' sont peut-être le signe que la confiance dont jouissait Netflix est en train de s'éroder".

Mais le groupe californien y voit un avantage: cela devrait lui permettre de dégager des financements pour créer encore davantage de contenus originaux.

Au premier trimestre, le nombre d'abonnés payants pour Netflix était de 148,86 millions dans le monde et le service américain de SVOD tablait sur 153,86 millions pour le second trimestre.

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Netflix estime surtout que les nouveaux contenus n'ont pas séduit autant qu'ils l'avaient anticipé et qu'il était par ailleurs difficile de réitérer le succès du début d'année, quand le groupe avait attiré 9,6 millions de nouveaux abonnés. Sur les six derniers mois, Netflix avait déjà testé ce type d'abonnement sur des marchés ciblés: la Malaisie en novembre et l'Inde en mars.

"Nos prévisions manquées concernaient toutes les régions, mais un peu plus dans les régions où les prix ont augmenté", a déclaré la société dans un communiqué.

Pour rassurer tout le monde, Netflix anticipe une croissance de 7 millions d'abonnés au 3ème trimestre, ce qui porterait son portefeuille à 158,5 millions d'abonnés.

Sur le plan financier, Netflix publie un chiffre d'affaires trimestriel de 4,923 milliards de dollars (+26 % sur un an) et un bénéfice net de 271 millions de dollars (-29 %).

Et il espère repartir du bon pied au troisième trimestre avec une prévision de sept millions de nouveaux abonnés, grâce notamment aux nouvelles saisons de "Stranger Things", "Casa de Papel" ou "The Crown". Rapporté par action -référence en Amérique du Nord-, le bénéfice est ressorti à 60 cents.

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