Proactive Investors - Netflix has cut prices in more than 30 countries to boost subscriber numbers but not in the US nor in the UK, two of its key markets.
The streaming group said subscription charges had been lowered in certain places in Asia, Europe, Latin America, sub-Saharan Africa and the Middle East, with fees in some areas halved according to the Wall Street Journal.
Netflix is involved in a ferocious battle for eyeballs with rivals such as Amazon Prime and Disney+ where recent results have underlined how tough is the fight.
Earlier this month, Disney+ announced the first decrease in subscribers since its launch in 2019.
Yesterday, meanwhile, Discovery Channel owner Warner Bros revealed it had added just 1.1mln new users, to 96.1mln, in the final quarter of 2022
Netflix has earlier revealed added 7.7mln additions in the last three months of 2022 to confirm its number-one spot with 231mln subscribers.
"We're always exploring ways to improve our members' experience. We can confirm that we are updating the pricing of our plans in certain countries," a Netflix spokesperson told the WSJ.
Netflix’s nadir was last May when it was losing subscribers, cutting jobs and adopting fixes such as advertising and a crackdown on password sharing to stop the rot.
Since then a resurgence in the popularity of the content it produces has seen its value on Wall Street more than double to US$144bn.
Shares last night were down 3.4% at US$323.65.