Netflix aims to double its valuation and revenue by 2030, targeting a market cap of $1 trillion. To achieve this, the streaming giant plans on implementing regular price hikes in the coming years, which will not necessarily correspond with enhancements in subscriber benefits.
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Targeting $1 Trillion: Netflix Adopts Apple’s Strategy
Netflix has set ambitious financial targets, clearly indicating the future pricing direction of its subscriptions. The company aims for a stock market valuation of $1 trillion by 2030, up from its current $479 billion. This goal requires doubling its revenue within a similarly tight timeframe. Netflix is drawing inspiration from Apple, which managed to double its service-related revenue between 2017 and 2020. While the comparison is deliberate, company executives officially describe it as “internal aspirations” rather than firm financial projections.
Price Increase: An Open Strategy
From 2015 to 2025, the cost of a Premium subscription jumped from $11.99 to $24.99. In France, it reached €21.99 in April 2025. Each price increase is explained as an “improvement in the offering,” though exclusive content or significant new features are few and far between. At this rate, a €30 price point by 2030 seems plausible. Netflix understands that its users tend to stay regardless. Subscriber loyalty helps mitigate the backlash from consecutive price hikes, especially as all platforms are revising their rates upward.
Supporting Growth Beyond Pricing
The company is exploring other avenues: venturing into video gaming, monetizing through advertising, and testing physical product offerings. The recently introduced ad-supported tier helps keep prices low while opening up new revenue streams. It’s also a strategy to counter subscriber growth stagnation in certain markets.
Inevitable Price Hikes
Subscription plans have undergone several changes in recent years, with more adjustments expected soon. Netflix’s stock market ambitions mean subscribers must brace for more sacrifices, paying more for a service that offers little change in core value. The end of account sharing, restrictions on additional screens, and premium-priced options are just the beginning of a more segmented, yet more expensive, model. Unless, like some, you decide enough is enough and choose to cancel your subscription.