Bespoke Survey Insights

With increasing competition in the US putting NFLX under pressure, investors are spending a lot of time focusing on the international landscape. India is a battleground that seems to be of interest at the moment, so we decided to launch coverage of NFLX in India to go along with our existing survey deep dives in the US (27 quarterly volumes) and UK (15 quarterly volumes).

This is only a small slice of our data, but it is interesting nonetheless. 40.4% of non-subscribers would be interested in a paid subscription. The median price they would be willing to pay is Rs 199. That is the exact price that Netflix chose for its mobile only plan released in India this year.

In addition to being an interesting data point, these results make a good argument for why using survey data is important. It is no coincidence that Netflix chose the exact price point that would appeal to the median non-subscriber. They likely ran survey like this one their own! By seeing the rest of our insights in our full report, you will be armed with the types of insights companies you invest in likely use.

Our PTON survey results have a balance of positives in negatives for investors to consider. Below is one area we are highlighting because we haven’t heard it being discussed as much. Consumers who are higher income, consumers whose financial situation has improved in the past year, and consumers who have moved recently are considerably more likely to own Peloton products. The main reason we are highlighting these slides is this: if we move into a recession, the customer segments/profiling that over-index the most as Peloton customers could impact the demand outlook. As noted earlier, our report includes a balance of positives and negatives (including a customer base that is very excited about the brand). We just wanted to flag an interesting and worthwhile thought exercise around threats to the upcoming demand landscape.