
16 Annual Report Strategic Report continued
Investment
Management
Review and
Outlook
Continued
which was a failure, but even in 2008 when this was reviewed by Ofcom, they were
still thought to need restrictions. In that report streaming, though mentioned, was not
expected to be significant. What they called Broadband TV, or internet TV, was held
back because only two thirds of households had access to the internet at the time.
The internet itself was underestimated because they said it didn’t allow the same
ability to target audiences the way broadcast TV did.
We sold our ITV and our WPP viewing that the world was changing fast in a way that
undermined both those businesses. All this time later, ITV trades 40% below where
we sold it and whenever we have reconsidered it as an investment, for example in
2018 when Carolyn McCall moved there from easyJet, the fear of Netflix has
undermined its attractiveness. A show like The Crown would have been a natural for
ITV before the emergence of Netflix.
Now, 43% of UK households subscribe to Netflix, streaming services are in 59% of
households and Netflix dominates the Top 10 list of most enjoyed titles watched
according to Kantar. ITV finally got together with the BBC, and in 2017 created
something called BritBox to compete. Currently Netflix has 100 times more
subscribers.
What has been playing out in the UK has been going on everywhere at different paces
and in different ways. Streaming is a superior way of receiving media content.
Toyoung people who have grown up with it, the idea of scheduled linear timed
broadcasting is quaint, anachronistic, and not the way they tend to consume media
unless it’s a live broadcast. Around 300 million households around the world now
utilise a streaming service and we think over the next 10 years that could grow to
arange of numbers averaging about 1 billion. Netflix, as the first and biggest, we
expect to lose share as others get up and running, but they will have a smaller share
of a much bigger market. Their growth trajectory will be different to newcomers
because they have reached points of deep penetration in many markets. The
pandemic has distorted numbers and made trends harder to discern, but it seems
reasonable to assume that lockdown had a positive impact upon them and so the end
of lockdown should be negative. They entered the lockdown with 167m subscribers
and have emerged with 220m. Netflix is not just the UK’s no.1; it is the World’s.
Whilst many focus on Netflix versus Disney, we think the real pain points will be with
the likes of ITV and their ilk around the world.
Netflix has built this business whilst charging for it. ITV is free. ITV doesn’t have churn
numbers because it is free, and advertisers pay for it. This dynamic gives Netflix a
great opportunity to vary its business model to reduce subscription price as a point of
friction. Netflix is already the streaming service that consumers say is their favourite
and would be the last one they cancel. As Netflix experiments with the advertiser
funded model that has served Google, YouTube, Facebook and most of the world’s
commercial broadcasters well, we believe it will increase its competitive advantage.
Netflix has a founder led culture that is always adapting and evolving, using trial and
error combined with a good understanding of data to develop. We see this in many
successful businesses and so when we consider the management team and culture
at Netflix, we think it will outcompete its rivals.
There are many scenarios you can model at Netflix. Our base one gives a value of well
over $500, and our downside stress test comes out around $200. We have now
invested 3% of the portfolio at an average price of $211.49 and, given that it represents
a new area for us, we will restrict ourselves there until we believe we have developed
our expertise further. In the past, that cap has taken years not months to lift.
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