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Will Netflix’s Gaming Strategy Be a Success?

Investors AlleyWill Netflix’s Gaming Strategy Be a Success?
Wall Street has been very excited lately about an old darling, Netflix (NFLX), thanks to its very successful series, Squid Game. Approximately 142 million member-households watched the show…

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Investors Alley
Will Netflix’s Gaming Strategy Be a Success?

Wall Street has been very excited lately about an old darling, Netflix (NFLX), thanks to its very successful series, Squid Game. Approximately 142 million member-households watched the show in just the first four weeks of its release.

That news drove the stock to an all-time high at just above $700 a share, rising about 23% over the past three months.

However, Netflix management realizes it is next to impossible to deliver hit after hit. That is why the streaming service is trying to boost its product offerings by adding video games.

The strategy makes sense, but Netflix is facing a major impediment to its plans in the form of Apple (AAPL) and its strict App Store policy regarding cloud gaming.

Can the strategy still succeed? Let’s take a closer look.

Netflix for Gamers

In the first week of November, Netflix launched five games through the Android Google Play Store, including two linked to its hit show, Stranger Things. Many of the show’s fans that cannot wait to dive in to “The Upside-Down,” the strange and terrifying alternate dimension depicted in the show.

The games are available to Netflix subscribers. And the nice thing is that there are no ads, additional fees, or in-app purchases.

The company had planned to extend its gaming reach to iPhones as part of its strategy to “build a library of games that offers something for everyone,” but Netflix ran into a major roadblock: Apple’s reluctance to provide cloud gaming services through the App Store.

That means—at least for now—it will not be possible to play the games through the Netflix app on the iPhone or iPad, according to a Bloomberg report.

This is not new for Apple. It has a ban on all-in-one services that would allow a game to be offered within an existing app. Last year, Apple stopped Microsoft from launching its xCloud gaming app through the App Store. It did approve Facebook Gaming, but only after Facebook agreed to strip down its library of playable games.

According to Bloomberg, Netflix will release all its games on the Apple App Store individually, like it has just done on Android. However, unlike with Android, it won’t be possible for Netflix to launch a cloud gaming service for iPhone and iPad users in the future, unless Apple changes its rules.

Of course, this whole space is in a state of flux, thanks to the legal challenge to Apple by Epic Games. The judge in that case did rule that developers should be able to add links to external payment options within their games.

Netflix Needs a Boost

Netflix is hoping more changes are in the works.

That’s because Netflix really needs a boost, as its subscriber growth has been falling after the pandemic-aided surge in 2020.

In the last quarter, year-on-year membership grew just 9.4% to 214 million. At this time last year, the company enjoyed a 23.3% growth in membership. The good news, though, was that revenues were up 16.3% due to a 5% year-on-year rise in average revenue per member.

The reality is that even gaming will not add many new subscribers to Netflix’s base. However, gaming may keep its current base placated as the company gradually raises its monthly fees.

An entertainment industry research firm, MIDiA Research, found that mobile gaming is very popular with Netflix users already. Surveys by Midia show that 71% of mobile gamers subscribe to Netflix compared with just 43% of the wider population.

So—at worst—Netflix is defending its core business. And if its management plays it right, gaming could turn into a big business for Netflix and a profit center, as long as it can expand its gaming offerings to more than just a handful of games.

Until its gaming efforts gain steam, though, the company does have some macroeconomic tailwinds aiding it.

Management cites Nielsen’s estimate that Netflix accounts for only about 6% of television screen time in the U.S., while streaming (as a whole) accounts for only 28% of television viewing. And Netflix is responsible for only about 2% of mobile downloads.

All of these metrics underscore both the highly fragmented nature of television viewing and the company’s opportunity for continued market share growth.

Netflix management expects to expand its market share at the expense of cable and satellite television rather than from its streaming competitors.

And the company is hoping video gaming will be another major positive factor in its effort to gain wider viewership.

We will have to see how well its gaming strategy works, but nevertheless, Netflix is a buy on any weakness down to the $660 to $670 area.

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Will Netflix’s Gaming Strategy Be a Success?
Tony Daltorio

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There Goes The Fed’s Inflation Target: Goldman Sees Terminal Rate 100bps Higher At 3.5%

There Goes The Fed’s Inflation Target: Goldman Sees Terminal Rate 100bps Higher At 3.5%

Two years ago, we first said that it’s only a matter…

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There Goes The Fed's Inflation Target: Goldman Sees Terminal Rate 100bps Higher At 3.5%

Two years ago, we first said that it's only a matter of time before the Fed admits it is unable to rsolve the so-called "last mile" of inflation and that as a result, the old inflation target of 2% is no longer viable.

Then one year ago, we correctly said that while everyone was paying attention elsewhere, the inflation target had already been hiked to 2.8%... on the way to even more increases.

And while the Fed still pretends it can one day lower inflation to 2% even as it prepares to cut rates as soon as June, moments ago Goldman published a note from its economics team which had to balls to finally call a spade a spade, and concluded that - as party of the Fed's next big debate, i.e., rethinking the Neutral rate - both the neutral and terminal rate, a polite euphemism for the inflation target, are much higher than conventional wisdom believes, and that as a result Goldman is "penciling in a terminal rate of 3.25-3.5% this cycle, 100bp above the peak reached last cycle."

There is more in the full Goldman note, but below we excerpt the key fragments:

We argued last cycle that the long-run neutral rate was not as low as widely thought, perhaps closer to 3-3.5% in nominal terms than to 2-2.5%. We have also argued this cycle that the short-run neutral rate could be higher still because the fiscal deficit is much larger than usual—in fact, estimates of the elasticity of the neutral rate to the deficit suggest that the wider deficit might boost the short-term neutral rate by 1-1.5%. Fed economists have also offered another reason why the short-term neutral rate might be elevated, namely that broad financial conditions have not tightened commensurately with the rise in the funds rate, limiting transmission to the economy.

Over the coming year, Fed officials are likely to debate whether the neutral rate is still as low as they assumed last cycle and as the dot plot implies....

...Translation: raising the neutral rate estimate is also the first step to admitting that the traditional 2% inflation target is higher than previously expected. And once the Fed officially crosses that particular Rubicon, all bets are off.

... Their thinking is likely to be influenced by distant forward market rates, which have risen 1-2pp since the pre-pandemic years to about 4%; by model-based estimates of neutral, whose earlier real-time values have been revised up by roughly 0.5pp on average to about 3.5% nominal and whose latest values are little changed; and by their perception of how well the economy is performing at the current level of the funds rate.

The bank's conclusion:

We expect Fed officials to raise their estimates of neutral over time both by raising their long-run neutral rate dots somewhat and by concluding that short-run neutral is currently higher than long-run neutral. While we are fairly confident that Fed officials will not be comfortable leaving the funds rate above 5% indefinitely once inflation approaches 2% and that they will not go all the way back to 2.5% purely in the name of normalization, we are quite uncertain about where in between they will ultimately land.

Because the economy is not sensitive enough to small changes in the funds rate to make it glaringly obvious when neutral has been reached, the terminal or equilibrium rate where the FOMC decides to leave the funds rate is partly a matter of the true neutral rate and partly a matter of the perceived neutral rate. For now, we are penciling in a terminal rate of 3.25-3.5% this cycle, 100bps above the peak reached last cycle. This reflects both our view that neutral is higher than Fed officials think and our expectation that their thinking will evolve.

Not that this should come as a surprise: as a reminder, with the US now $35.5 trillion in debt and rising by $1 trillion every 100 days, we are fast approaching the Minsky Moment, which means the US has just a handful of options left: losing the reserve currency status, QEing the deficit and every new dollar in debt, or - the only viable alternative - inflating it all away. The only question we had before is when do "serious" economists make the same admission.

They now have.

And while we have discussed the staggering consequences of raising the inflation target by just 1% from 2% to 3% on everything from markets, to economic growth (instead of doubling every 35 years at 2% inflation target, prices would double every 23 years at 3%), and social cohesion, we will soon rerun the analysis again as the implications are profound. For now all you need to know is that with the US about to implicitly hit the overdrive of dollar devaluation, anything that is non-fiat will be much more preferable over fiat alternatives.

Much more in the full Goldman note available to pro subs in the usual place.

Tyler Durden Tue, 03/19/2024 - 15:45

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Household Net Interest Income Falls As Rates Spike

A Bloomberg article from this morning offered an excellent array of charts detailing the shifts in interest payment flows amid rising rates. The historical…

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A Bloomberg article from this morning offered an excellent array of charts detailing the shifts in interest payment flows amid rising rates. The historical anomaly was both surprising and contradicted our priors.

10 Key Points:

  1. Historical Anomaly: This is the first time in the last fifty years that a Federal Reserve rate hike cycle has led to a significant drop in household net interest income.
  2. Interest Expense Increase: Since the Fed began raising rates in March 2022, Americans’ annual interest expenses on debts like mortgages and credit cards have surged by nearly $420 billion.
  3. Interest Income Lag: The increase in interest income during the same period was only about $280 billion, resulting in a net decline in household interest income, a departure from past trends.
  4. Consumer Debt Influence: The recent rate hikes impacted household finances more because of a higher proportion of consumer credit, which adjusts more quickly to rate changes, increasing interest costs.
  5. Banks and Savers: Banks have been slow to pass on higher interest rates to depositors, and the prolonged period of low rates before 2022 may have discouraged savers from actively seeking better returns.
  6. Shift in Wealth: There’s been a shift from interest-bearing assets to stocks, with dividends surpassing interest payments as a source of unearned income during the pandemic.
  7. Distributional Discrepancy: Higher interest rates benefit wealthier individuals who own interest-earning assets, whereas lower-income earners face the brunt of increased debt servicing costs, exacerbating economic inequality.
  8. Job Market Impact: Typically, Fed rate hikes affect households through the job market, as businesses cut costs, potentially leading to layoffs or wage suppression, though this hasn’t occurred yet in the current cycle.
  9. Economic Impact: The distribution of interest income and debt servicing means that rate increases transfer money from those more likely to spend (and thus stimulate the economy) to those less likely to increase consumption, potentially dampening economic activity.
  10. No Immediate Relief: Expectations for the Fed to reduce rates have diminished, indicating that high-interest expenses for households may persist.

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One more airline cracks down on lounge crowding in a way you won’t like

Qantas Airways is increasing the price of accessing its network of lounges by as much as 17%.

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Over the last two years, multiple airlines have dealt with crowding in their lounges. While they are designed as a luxury experience for a small subset of travelers, high numbers of people taking a trip post-pandemic as well as the different ways they are able to gain access through status or certain credit cards made it difficult for some airlines to keep up with keeping foods stocked, common areas clean and having enough staff to serve bar drinks at the rate that customers expect them.

In the fall of 2023, Delta Air Lines  (DAL)  caught serious traveler outcry after announcing that it was cracking down on crowding by raising how much one needs to spend for lounge access and limiting the number of times one can enter those lounges.

Related: Competitors pushed Delta to backtrack on its lounge and loyalty program changes

Some airlines saw the outcry with Delta as their chance to reassure customers that they would not raise their fees while others waited for the storm to pass to quietly implement their own increases.

A photograph captures a Qantas Airways lounge in Sydney, Australia.

Shutterstock

This is how much more you'll have to pay for Qantas lounge access

Australia's flagship carrier Qantas Airways  (QUBSF)  is the latest airline to announce that it would raise the cost accessing the 24 lounges across the country as well as the 600 international lounges available at airports across the world through partner airlines.

More Travel:

Unlike other airlines which grant access primarily after reaching frequent flyer status, Qantas also sells it through a membership — starting from April 18, 2024, prices will rise from $600 Australian dollars ($392 USD)  to $699 AUD ($456 USD) for one year, $1,100 ($718 USD) to $1,299 ($848 USD) for two years and $2,000 AUD ($1,304) to lock in the rate for four years.

Those signing up for lounge access for the first time also currently pay a joining fee of $99 AUD ($65 USD) that will rise to $129 AUD ($85 USD).

The airline also allows customers to purchase their membership with Qantas Points they collect through frequent travel; the membership fees are also being raised by the equivalent amount in points in what adds up to as much as 17% — from 308,000 to 399,900 to lock in access for four years.

Airline says hikes will 'cover cost increases passed on from suppliers'

"This is the first time the Qantas Club membership fees have increased in seven years and will help cover cost increases passed on from a range of suppliers over that time," a Qantas spokesperson confirmed to Simple Flying. "This follows a reduction in the membership fees for several years during the pandemic."

The spokesperson said the gains from the increases will go both towards making up for inflation-related costs and keeping existing lounges looking modern by updating features like furniture and décor.

While the price increases also do not apply for those who earned lounge access through frequent flyer status or change what it takes to earn that status, Qantas is also introducing even steeper increases for those renewing a membership or adding additional features such as spouse and partner memberships.

In some cases, the cost of these features will nearly double from what members are paying now.

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