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瑞銀稱，儘管美國用戶提前漲價，Netflix可望超2026年業績預期。

-- 瑞銀證券週四在電子郵件報告中指出，由於提價提前生效的影響逐漸顯現，Netflix (NFLX) 全年業績可能超出其自身預期。 上個月，該公司提高了在美國的各項服務價格，包括將含廣告的標準套餐價格從每月 7.99 美元提高到 8.99 美元。不含廣告的標準套餐價格上漲 2 美元至每月 19.99 美元，而高級套餐價格則從之前的 24.99 美元上漲至 26.99 美元。 瑞銀分析師 John Hodulik 等撰文指出，這些漲價為 2026 年的業績預期提供了上行空間。 瑞銀預計，2026 年 Netflix 的固定匯率營收成長率為 14%，毛利率為 32.6%，而先前的預期為營收成長 11% 至 13%，毛利率為 31.5%。 美國銀行證券先前表示，Netflix最近一輪的漲價凸顯了這家串流媒體巨頭的定價權。 瑞銀的報告指出，該公司可能會在其他主要市場推出更多漲價措施，預計將提升每位會員的平均收入。 Hodulik表示，含廣告和不含廣告套餐之間不斷擴大的價格差距，以及與包括亞馬遜(AMZN)在內的公司建立新的需求方平台關係，可能會使Netflix的廣告收入在2026年翻一番。 Hodulik補充道：“儘管Netflix在美國電視總收視份額持續緩慢增長，但鑑於免費廣告支持電視的增長，其串流收視份額仍然面臨壓力。” 今年2月，Netflix放棄了收購華納兄弟探索頻道(WBD)的計劃，後者現在將被派拉蒙天空之舞(PSKY)收購。 「隨著華納兄弟的收購計劃告吹，我們相信Netflix今年仍將受益於其強大的內容陣容，包括旗下收視率排名前20的劇集中的四部回歸、《戰爭機器》和《撕裂》等新電影、不斷增加的現場活動以及電子遊戲業務的蓬勃發展，」霍杜利克表示。 週四，Netflix股價在最近的交易中上漲了2.5%。

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