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After amassing a portfolio of critically acclaimed original TV series, Amazon.com ( AMZN ) has decided the time is right for its subscription streaming video service to go head-to-head with industry leader Netflix ( NFLX ). The Seattle-based e-commerce giant late Sunday revealed that it will offer its Amazon Prime Video as a stand-alone service for $8.99 a month, a dollar less than Netflix’s standard streaming plan. Amazon Prime Video was launched five years ago as an extra for subscribers of Amazon Prime, a program that offers free two-day shipping on millions of items. Amazon Prime costs $99 a year. In addition to the stand-alone video service, Amazon also is offering full Prime membership on a monthly basis. Customers can pay $10.99 a month with no annual commitment or save 25% by paying for the full-year plan. Like Netflix, Amazon has been investing in original content as well as signing exclusive licensing deals for cable and broadcast shows. Amazon original series include “Transparent,” “Mozart in the Jungle,” “Catastrophe,” “Bosch,” “The Man in the High Castle” and “Red Oaks.” Other competitors in the Internet video sector include Hulu and Time Warner ‘s ( TWX ) HBO. Hulu is co-owned by Comcast ( CMCSA ), Disney ( DIS ) and Fox ( FOXA ). Amazon’s move comes as many long-time Netflix customers will see the price of their service jump from $7.99 to $9.99 a month starting next month. Netflix boosted its pricing starting two years ago, but it provided grace periods for existing customers. Netflix stock was down about 3% to near 108 in afternoon trading on the stock market today . The Los Gatos, Calif.-based company is scheduled to report first-quarter earnings after the market close today. Amazon stock was up almost 1% to about 631. Amazon gets an IBD Composite Rating of 84 out of a possible 99, and Netflix a 51. For when to buy, hold or sell off Amazon and other top stocks, sign up for a free trial of IBD Leaderboard Amazon is offering the stand-alone video service only in the U.S. for now, but it is likely to take it to international markets soon, CCS Insight analyst Paolo Pescatore said in a research note Monday. Amazon’s new video offer will limit Netflix’s ability to grow its domestic subscriber base, Wedbush analyst Michael Pachter said in a research note Sunday. “The monthly video offering reflects Amazon’s determination to capture an increased share of Netflix’s addressable market,” he said. “While we don’t expect a significant number of current Netflix customers to defect to Amazon Instant Video, it is likely that Amazon and Netflix will divide the remaining uncommitted market on a roughly equal basis, severely impacting Netflix’s continued domestic growth.” Subscriber Fees Hiked Pachter believes Amazon timed the offer to take advantage of the impending price increase at Netflix. An estimated 30 million domestic Netflix subscribers will see their monthly subscription fees go up starting May 9, he said. Pachter rates Amazon stock as outperform with a price target of 700 and Netflix as underperform with a price target of 45. RBC Capital Markets analyst Mark Mahaney said Monday that the Amazon offer “creates a negative headwind for Netflix.” However, Mahaney reiterated his outperform rating on Netflix with a price target of 140. “We view this move by Amazon as a significant negative development for Netflix,” he said in a report. “Amazon certainly has the brand name, the customer relationships and the focus on high-quality consumer experiences to impact the growth in Netflix’s U.S. subscriber base, and perhaps eventually its global subscriber base.” Netflix is facing growth challenges in the U.S. market. In the fourth quarter last year, it missed its own target for new domestic subscribers. But its international growth easily beat expectations and offset U.S. weakness. Netflix Original Shows Rank Tops In a survey released last week, consumers ranked Netflix as No. 1 for original programming. It topped HBO for the first time in the six years that Morgan Stanley has tracked consumer preferences in premium video services. Some 29% of survey respondents said Netflix was best in original programming, up from 23% last year, while HBO came in second place at 18% (compared with 31% last year), Morgan Stanley said. Amazon.com, Hulu and CBS (CBS)-owned Showtime were each near 5%. Netflix original shows include “House of Cards,” “Orange Is the New Black,” “Unbreakable Kimmy Schmidt,” “Narcos” and Marvel comic-book hero shows “Daredevil” and “Jessica Jones.” Scalper1 News
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