Netflix set for slowest revenue growth as ad plan struggles to gain traction

Netflix Inc is expected to report its slowest quarterly revenue growth on Thursday as its ad-supported plan struggles to attract customers in the saturating U.S. market, which could pressure the company to pull back on content spending this year.

The company is expected to have added 4.5 million subscribers in the fourth quarter - the lowest addition for the holiday period since 2014. It added 8.3 million subscribers a year ago. "Looking at the saturation of the market and the variety of different options available, and the fact that the pricing is not necessarily significantly below the competition, there are some challenges in attaining those subscriber targets," said Jamie Lumley, an analyst at Third Bridge.

"Given current interest rates, Netflix will have to be very selective about green-lighting content and how they would finance it." The company's revenue is expected to have risen just 1.7 per cent to $7.84 billion in the October-December quarter, according to Refinitiv. That would be the lowest since it went public in 2002.

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