Netflix still piling up viewers – and big programming bills

By MICHAEL LIEDTKE

AP Technology Writer

SAN FRANCISCO

Netflix is pulling in new viewers and award nominations in droves, but the online video service still faces a long-term problem: Its acclaimed programming line-up is costing far more money than what subscribers pay for it.

That hasn’t been a big issue so far, thanks to investors’ willingness to accept scant profits in exchange for robust subscriber growth.

Netflix delivered on that front again Monday, announcing that it added 5.2 million subscribers in the second quarter covering April to June. That’s the largest increase ever during the period, which has always been the company’s slowest time of year.

Wall Street rewarded Netflix by driving up its stock by more than 10 percent to $178.30 in extended trading, putting the shares on track to hit a new high in today’s regular trading.

INTERNATIONAL COSTS

The Los Gatos, Calif., company now has 104 million subscribers worldwide. For the first time in its history, most of those subscribers (slightly more than 52 million) are outside the U.S.

That milestone could further complicate Netflix’s cost issues, since the company will need to keep creating more shows that appeal to the unique interests of viewers in countries such as Japan, India and Indonesia.

As part of its efforts to boost its profits, Netflix is becoming more aggressive about dumping shows that aren’t drawing enough viewers to justify their costs. In the second quarter, Netflix jettisoned both the high-concept science fiction show “Sense 8” and the musical drama “The Get Down.”

CASH BURN

But the success hasn’t come cheaply.

Netflix is locked into contracts requiring it to pay more than $13 billion for programming during the next three years, a burden that has forced the company to borrow to pay its bills.

After burning through $1.7 billion in cash last year, Netflix expects that figure to rise to as much as $2.5 billion this year. It’s continuing to invest in more original programming amid increasing competition from the likes of Amazon, Hulu and YouTube.

Netflix expects to be spending more money than it brings in for several more years. It posted a more detailed explanation about its negative cash flow to give investors a better grasp of its programming expenses.

The company is still profitable under corporate accounting rules, although its earnings remain puny by Wall Street standards. It earned $66 million on revenue of $2.8 billion in revenue during its latest quarter.

Funding international operations remains Netflix’s biggest financial drag, although the overseas losses are narrowing. The company now expects its international operation to produce a small operating profit for the full year.

Netflix also could make more money by raising its prices closer to the $15 per month that HBO charges for its streaming service, but the company has said no increases are planned in the near future. Netflix’s U.S. rates currently range from $8 to $12 per month.