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.
流媒體巨頭的股票 $奈飛 (NFLX.US)$ 週一創下52周新高，該公司最近分享了其廣告支持計劃的最新情況。
一位分析師稱讚了該公司最近的最新消息，並在聖誕節舉辦了兩場全國橄欖球聯盟比賽。
Netflix分析師：麥格理分析師蒂姆·諾倫對Netflix的評級爲跑贏大盤，目標股價爲685美元。
相關鏈接：Netflix第一季度業績亮點：收入超過預期、每股收益超過預期、增加933萬付費訂閱者、廣告層計劃更新等
分析師要點：最近與美國國家橄欖球聯盟和廣告合作伙伴的協議受到了諾倫的好評。
諾倫說，Netflix發佈了三項關鍵公告，這些公告都是相互關聯的。這三件物品是 NFL 聖誕節的版權，重點是 $The Trade Desk (TTD.US)$， $谷歌-A (GOOGL.US)$ 和 $Magnite (MGNI.US)$ 作爲程序化廣告合作伙伴，並更新其廣告支持計劃已達到4000萬月活躍用戶。
諾倫說：“這裏的共同主題是廣告。”
這位分析師表示，Netflix將爲每款遊戲支付7500萬美元，在2024年舉辦兩款聖誕節遊戲，並將在2025年和2026年各推出至少一款遊戲。
“這些是全球版權，可供有廣告等級的12個國家的觀衆使用，也可以在無廣告等級上觀看。因此，與孔雀今年爲獨家主辦NFL季後賽而支付的1.1億美元相比，這似乎是一個不錯的價格。”
諾倫說，美國國家橄欖球聯盟的協議可以幫助Netflix加大廣告投放力度，如果沒有廣告支持計劃，很可能就無法簽署。
對於分析師來說，與Trade Desk、谷歌和Magnite的合作並不奇怪。
“該公司建立廣告庫存的速度快於其銷售能力，並承認隨着規模的擴大，缺口可能會持續多年。”
諾倫說，Netflix最近的舉動有助於支持對該股的積極看法。
“該公司正在採取深思熟慮的措施來改善其廣告業務，盡其所能，並就無法做到的事情與專家合作，爲大量參與的受衆提供服務。”
NFLX價格走勢：週一，Netflix股價上漲3％，至640.82美元。在過去的52週中，Netflix股票的交易價格在344.73美元至644.37美元之間，週一創下了52周的最高水平。Netflix的股票比去年上漲了83％。
