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瑞银称，尽管美国用户提前提价，Netflix有望超2026年业绩预期。

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-- 瑞银证券周四在一份电子邮件报告中指出，由于提价提前生效的影响逐渐显现，Netflix (NFLX) 全年业绩可能超出其自身预期。 上个月，该公司提高了其在美国的各项服务价格，包括将含广告的标准套餐价格从每月 7.99 美元提高到 8.99 美元。不含广告的标准套餐价格上涨 2 美元至每月 19.99 美元，而高级套餐价格则从之前的 24.99 美元上涨至 26.99 美元。 瑞银分析师 John Hodulik 等撰文指出，这些提价为 2026 年的业绩预期提供了上行空间。 瑞银预计，2026 年 Netflix 的固定汇率收入增长率为 14%，毛利率为 32.6%，而此前的预期为收入增长 11% 至 13%，毛利率为 31.5%。 美国银行证券此前表示，Netflix最近一轮的提价凸显了这家流媒体巨头的定价权。 瑞银的报告指出，该公司可能会在其他主要市场推出更多提价措施，预计这将提升每位会员的平均收入。 Hodulik表示，含广告和不含广告套餐之间不断扩大的价格差距，以及与包括亚马逊(AMZN)在内的公司建立新的需求方平台关系，可能会使Netflix的广告收入在2026年翻一番。 Hodulik补充道：“尽管Netflix在美国电视总收视份额持续缓慢增长，但鉴于免费广告支持电视的增长，其流媒体收视份额仍然面临压力。” 今年2月，Netflix放弃了收购华纳兄弟探索频道(WBD)的计划，后者现在将被派拉蒙天空之舞(PSKY)收购。 “随着华纳兄弟的收购计划告吹，我们相信Netflix今年仍将受益于其强大的内容阵容，包括旗下收视率排名前20的剧集中的四部回归、《战争机器》和《撕裂》等新电影、不断增加的现场活动以及电子游戏业务的蓬勃发展，”霍杜利克表示。 周四，Netflix股价在最近的交易中上涨了2.5%。

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