Netflix’s stock rises and falls on subscriber growth, which has come to a halt in the U.S. But subscribers are still growing strong internationally, reaching 158 million subscribers at the end of September. Its executives have laid out a case to investors that the next 100 million subscribers could come from places like India and Southeast Asia, which have large populations with high mobile internet penetration.
But it’s becoming increasingly clear that the only way Netflix can achieve those projections is by cutting its price in those countries. While U.S. users consider Netflix a cheap service, purchasing power in India and Southeast Asia is a fraction of what it is elsewhere. Yet right now, Netflix subscribers pay close to $10 a month in Asia, broadly in line with what the rest of the world is paying.