Netflix Bets on Creator Deals and Live Events While Wall Street Trims Its Targets
Published on 09/26/2026 at 21:20 | Editorial boerse-global.de
Netflix is widening its playbook as streaming enters a more mature phase, pairing traditional film and series production with a push into creator-led programming. The company has secured co-exclusive rights to formats from prominent online video personalities including Nick DiGiovanni and Legendary Kitchen, paying sums in the millions for the privilege.
The move sits inside a broader strategic reset under management led by Ted Sarandos. Netflix is scaling its advertising-supported subscription tier, adding live broadcasts, sports programming and video games, and pressing ahead with monetization of shared accounts — all aimed at unlocking revenue streams that go beyond net new subscriber counts.
A Consolidating Rival Landscape
Competitive pressure is mounting, not least through consolidation among Netflix's peers. Paramount Skydance, having cleared regulatory hurdles, is closing in on its multi-billion-dollar takeover of Warner Bros. Discovery — a bidding contest Netflix lost in February. The resulting media group would bring together more than 200 million direct-to-consumer subscribers, sharpening the fight for market share considerably.
Netflix, for its part, continues to roll out its regular slate. New originals slated for the coming month include "East of Eden" and the fourth season of "The Diplomat," while the continuation of the comedy series "Nobody Wants This" has been scheduled for late October. International live events, among them a worldwide New Year's Eve concert broadcast from Japan, round out the effort to keep subscribers tethered to the platform over the long haul.
Should investors sell immediately? Or is it worth buying Netflix?
Analysts Split as HSBC Steps Back
Sentiment on the stock has cooled in tandem with the shifting industry picture. On Tuesday, HSBC downgraded Netflix from "Buy" to "Hold" and cut its price target from $96 to $76. The analysts pointed to intensifying competition from YouTube, softening viewer engagement and an expected rise in spending on new content.
That caution touches on fundamental questions for the streaming sector. When users spend less time on a platform while more capital must flow into fresh productions, the balance between revenue and costs comes under strain. For investors, the central question becomes how resilient profit margins can remain in a maturing market.
The skepticism over viewer retention is not new. Market watchers had already flagged concerns that the appeal of the release slate in the current second half of 2026 could fade. A temporary shortage of compelling originals carries the risk that subscribers dial back their usage. Wells Fargo shared that worry on September 18, downgrading the stock from "Equal Weight" to "Underweight" and lowering its price target from $80 to $57.
Dissenting voices exist, however. Other observers had earlier raised their expectations, citing sustained strong household penetration in the US and Japan as well as growing viewership for live sports content.
Trading Reflects the Doubts
The growing doubts have left visible marks on the trading floor. On Friday, the shares fell 1.0 percent to close at EUR 62.42. Over a 30-day stretch, the decline adds up to 11 percent.
Which assessment of the operational trajectory proves closer to reality should become clearer within weeks. According to media reports, Netflix will publish its third-quarter 2026 results on October 20 — a date the markets treat as the next test of its revenue outlook, and one likely to set the stock's near-term direction.
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