Shares of streaming giant $Netflix (NFLX.US)$ hit new 52-week highs Monday, which comes as the company recently shared an update on its ad-supported plan.
An analyst praises the company's recent updates and landing two National Football League games on Christmas.
The Netflix Analyst: Macquarie analyst Tim Nollen has an Outperform rating and a $685 price target on Netflix.
Related Link: Netflix Q1 Earnings Highlights: Revenue Beat, EPS Beat, 9.33 Million Paid Subs Added, Ad-Tier Plan Update And More
The Analyst Takeaways: Recent deals with the NFL and advertising partnerships were well received by Nollen.
Nollen said that Netflix made three key announcements that are all linked. The three items were the NFL Christmas Day rights, highlighting $The Trade Desk (TTD.US)$, $Alphabet-A (GOOGL.US)$ and $Magnite (MGNI.US)$ as programmatic advertising partners, and updating that its ad-supported plan has reached 40 million monthly active users.
"The common theme here is advertising," Nollen said.
The analyst said Netflix is paying $75 million per game to host two Christmas Day games in 2024 and will get at least one game in each of 2025 and 2026.
"These are global rights, to be available to viewers on the ad tier in the 12 countries that have one, as well as on ad-free tiers. As such it looks like a good price compared with the $110 million Peacock paid to exclusively host an NFL playoff game this year."
Nollen said the NFL deal could help Netflix boost its advertising efforts and likely would not have been signed without having an ad-supported plan.
The partnerships with Trade Desk, Google and Magnite were not a surprise to the analyst.
"The company is building ad inventory faster than it can sell, and acknowledges that as it scales, there is a gap that may last for years."
Nollen said the recent moves by Netflix help support a positive view of the stock.
"The company is taking deliberate steps to improve its ad business, building what it can and partnering with the experts on what it cannot, to serve a large engaged audience."
NFLX Price Action: Netflix shares were up 3% to $640.82 on Monday. Netflix stock has traded between $344.73 and $644.37 over the last 52-weeks with the 52-week high set Monday. Netflix stock is up 83% over the last year.
流媒体巨头的股票 $奈飞 (NFLX.US)$ 周一创下52周新高，该公司最近分享了其广告支持计划的最新情况。
一位分析师称赞了该公司最近的最新消息，并在圣诞节举办了两场全国橄榄球联盟比赛。
Netflix分析师：麦格理分析师蒂姆·诺伦对Netflix的评级为跑赢大盘，目标股价为685美元。
相关链接：Netflix第一季度财报亮点：收入超过预期、每股收益超过预期、增加933万付费订阅者、广告层计划更新等
分析师要点：最近与美国国家橄榄球联盟和广告合作伙伴的协议受到了诺伦的好评。
诺伦说，Netflix发布了三项关键公告，这些公告都是相互关联的。这三件物品是 NFL 圣诞节的版权，重点是 $The Trade Desk (TTD.US)$， $谷歌-A (GOOGL.US)$ 和 $Magnite (MGNI.US)$ 作为程序化广告合作伙伴，并更新其广告支持计划已达到4000万月活跃用户。
诺伦说：“这里的共同主题是广告。”
这位分析师表示，Netflix将为每款游戏支付7500万美元，在2024年举办两款圣诞节游戏，并将在2025年和2026年各推出至少一款游戏。
“这些是全球版权，可供有广告等级的12个国家的观众使用，也可以在无广告等级上观看。因此，与孔雀今年为独家主办NFL季后赛而支付的1.1亿美元相比，这似乎是一个不错的价格。”
诺伦说，美国国家橄榄球联盟的协议可以帮助Netflix加大广告投放力度，如果没有广告支持计划，很可能就无法签署。
对于分析师来说，与Trade Desk、谷歌和Magnite的合作并不奇怪。
“该公司建立广告库存的速度快于其销售能力，并承认随着规模的扩大，缺口可能会持续多年。”
诺伦说，Netflix最近的举动有助于支持对该股的积极看法。
“该公司正在采取深思熟虑的措施来改善其广告业务，尽其所能，并就无法做到的事情与专家合作，为大量参与的受众提供服务。”
NFLX价格走势：周一，Netflix股价上涨3％，至640.82美元。在过去的52周中，Netflix股票的交易价格在344.73美元至644.37美元之间，周一创下了52周的最高水平。Netflix的股票比去年上涨了83％。
