Let’s talk about Netflix. You know, the streaming giant that basically invented binge-watching? Lately, there’s been some serious buzz comparing Netflix’s ambitions to none other than Apple. And while that sounds grand, the subtext for us subscribers is pretty clear: expect your monthly bill to keep climbing.
So, what’s fueling this comparison? Reports surfaced recently (like one in the Wall Street Journal) about Netflix’s hefty internal goals: aiming to hit a $1 trillion market cap and double its revenue by 2030. Those are exactly the kind of milestones Apple chased – and achieved.
Now, Netflix execs like co-CEO Ted Sarandos are careful to say these are aspirations, not official forecasts. Fair enough. But analysts looking at the streaming landscape see a clear path to those numbers, and a big part of it involves leveraging something Apple is famous for: pricing power.
Why the Apple Comparison?
Think about it. Apple commands premium prices because people are locked into its ecosystem and perceive high value. Netflix seems to be building its own version of this:
- Proven Stickiness: Remember all the outrage over password sharing crackdowns and price hikes? Yet, Netflix added millions of subscribers and boosted revenue. People complained, but most stayed. That signals serious pricing power.
- Expanding Ecosystem: It’s not just movies and TV anymore. Netflix is pushing into gaming (included with your sub!), live events (think boxing matches, comedy specials), and has a rapidly growing ad-supported tier. They’re diversifying, trying to offer more “value” to justify the cost, much like Apple bundles services.
- Brand Dominance: Despite fierce competition, Netflix remains the default streaming service for many globally. It has brand recognition and a content library scale that’s hard to match.
The Inevitable Price Hikes
Let’s be real: hitting those ambitious revenue goals likely means one thing above all else – more price increases. As 9to5Mac pointed out, it’s the simplest lever for Netflix to pull. They’ve consistently done it, and it hasn’t significantly hurt their growth trajectory yet.
Consider this: Netflix’s Premium tier basically doubled in price between 2015 and 2025 (from ~$12 to ~$25 in the US). While they just bumped prices in January 2025, few expect them to hold off for long. Some analysts are essentially predicting years of steady increases are practically baked into Netflix’s strategy.
Officially, Netflix says price hikes allow them to “re-invest to further improve Netflix” and deliver more value. Sarandos talks about having “enormous room to grow” and still being a relatively small slice of total TV viewing time and entertainment spending. Translation: They believe they offer enough value to justify asking for more money, and they see plenty of runway to keep growing – and charging.
Netflix is betting that its expanding content library, ventures into gaming and live events, and sheer brand power give it Apple-like permission to consistently raise prices. They’ve proven remarkably resilient so far.
While nobody loves seeing that subscription cost creep up, Netflix’s strategy seems clear: become an indispensable entertainment hub you’re willing to pay a premium for. Whether they can maintain that “Apple-level” loyalty in the face of ever-increasing competition (and potentially user fatigue) remains to be seen. But for the next few years? It’s probably wise to budget for a pricier Netflix.
If you liked this article, check out our other articles on Netflix.