Netflix Plans to Outspend Hulu & Amazon on New Content

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Netflix has made a comeback after a disappointing second quarter Credit Netflix

In July, when Netflix last reported its quarterly earnings, the company's share price collapsed as subscriber growth appeared to slow.

The streaming service added 6.96 million subscribers - beating analyst predictions of 5.1 million - and took in $4 billion in revenue in the third quarter, matching those analysts' projections.

Netflix shares soared after smashing growth and revenue targets, despite the company nearly doubling its debt in order to invest in original series.

Over the quarter Netflix launched new seasons of Orange is the New Black, Ozark, Marvel's Luke Cage and Bojack Horseman.

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That news broke a streak of five straight quarters in which subscriber growth exceeded expectations.

The results should prolong Netflix's reign as one of the best-performing stocks on Wall Street, giving the company leeway to spend billions of dollars more on original programming.

The company has released two India original series, Sacred Games and Ghoul, and has commissioned around nine more original series, making it the largest investment it has made to date in local original programming.

"The question at the end of Q2 was whether that miss was an aberration or signs of a longer-term slowdown in the business", said Forrester Research analyst Jim Nail. "Quotas, regardless of market size, can negatively impact both the customer experience and creativity", Hastings said.

Chief Executive Reed Hastings, who has pegged Netflix's content spending at $8 billion this year alone, told investors his firm is in for a battle.

Analysts keep setting the ceiling and Netflix keeps crashing through it. The analyst had had an Overweight rating on the streaming company since at least October 2015, according to the report.

Netflix has spent almost US$7b on programming through the first nine months of the year, and plans to boost its investment in the years to come.

There is more uncertainty ahead as competition moves in: Apple has been beefing up its offerings, and Disney is expected to debut its much-anticipated direct-to-consumer service next year.

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