{"id":10733,"date":"2026-10-27T15:03:45","date_gmt":"2026-10-27T14:03:45","guid":{"rendered":"https:\/\/thetab.com\/filmshrine\/?p=10733"},"modified":"2026-10-27T15:03:45","modified_gmt":"2026-10-27T14:03:45","slug":"netflix-viewing-hours-down-prices-rising-prediction-what-this-means-for-subscribers","status":"publish","type":"post","link":"https:\/\/thetab.com\/filmshrine\/2026\/10\/27\/netflix-viewing-hours-down-prices-rising-prediction-what-this-means-for-subscribers\/","title":{"rendered":"We’re watching less Netflix than ever, but expert predicts it’s still going to cost us more"},"content":{"rendered":"

Netflix is making billions in profit. And yet it’s laying off staff, cancelling shows and we\u2019re spending less time watching it. It\u2019s a confusing picture for the biggest streaming service in the world, and even more confusing for us as the subscribers. <\/span><\/p>\n

Netflix used to be Orange is the New Black and Stranger Things<\/a>. It used to tell us that \u201cLove is sharing a password\u201d. But ever since the great password crackdown of 2023 (\u2122), it\u2019s felt like there\u2019s been one change after another. <\/span><\/p>\n

The company agreed to a $82.7 billion bid on Warner Bros. before withdrawing. More recently, it laid off 6% of its workforce. And now, Netflix is grappling with how much time people are actually spending watching its shows and movies. <\/span><\/p>\n

According to estimates from investment bank Jefferies, the average Netflix<\/a> user watched 66 hours a month in the first half of 2023. By the first half of 2026, this had dropped to just 49 hours. That\u2019s around 26 per cent less time spent watching.<\/span><\/p>\n

You might think this sounds like bad news for Netflix. But its latest financial results suggest otherwise. In the three months to September 2026, its revenue rose by 12 per cent to $12.87 billion. And its net profit jumped a whopping 44 per cent to $3.66 billion.<\/span><\/p>\n

So, what gives? And what does any of this actually mean for the people paying for a subscription?<\/span><\/p>\n

Netflix price increases are \u2018inevitable\u2019<\/h2>\n
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Credit: Venti Views\/Unsplash<\/figcaption><\/figure>\n

Unfortunately, this doesn\u2019t mean future price hikes are off the cards. Film Shrine spoke with founder of PP Foresight and streaming industry analyst Paolo Pescatore<\/a> about what the future could look like for Netflix users. <\/span><\/p>\n

\u201cFurther price increases are inevitable,\u201d he told us. \u201cNetflix has demonstrated considerable pricing power, with limited impact on retention. However, there is a fine balance between extracting more revenue and delivering value.\u201d<\/span><\/p>\n

\u201cMore frequent, incremental increases are possible, particularly as content costs rise. Ultimately, subscribers will become less tolerant if they feel they are paying more without receiving better entertainment,\u201d Pescatore continued. <\/span><\/p>\n

In other words, Netflix might be able to get away with charging us more for now. But if it wants us to keep paying, it needs to make sure the shows and films are worth it. <\/span><\/p>\n

\u201cAdvertising, paid sharing and price increases are sensible commercial decisions, but they cannot indefinitely compensate for weaker engagement or content,\u201d he said. <\/span><\/p>\n

Okay, but what does this actually mean for Netflix\u2019s content?<\/h2>\n
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Credit: Charlesdeluvio\/Unsplash<\/figcaption><\/figure>\n

One of the biggest complaints every time the price goes up is that it would be worth it if there\u2019s always something decent to watch. And it’s not like Netflix hasn’t faced criticism over its shows before. <\/span><\/p>\n

The cancellations of fan favourites like The OA, Warrior Nun and Mindhunter have all sparked backlash over the years. But with viewing time falling and hundreds of employees losing their jobs, does this indicate a change in quality for Netflix\u2019s future shows and films?<\/span><\/p>\n

According to Pescatore, subscribers probably won’t notice any immediate difference from the layoffs. \u201cHowever, reducing resources could eventually affect innovation and the customer experience,\u201d he explained. \u201cThe bigger concern is content quality.\u201d<\/span><\/p>\n

For context, most of the redundancies have been in Netflix’s product, technology, legal and HR departments. But there have been changes on the creative side too. <\/span><\/p>\n

Arguably the biggest is the replacement of chief content officer Bela Bajaria with Peter Rice. For the uninitiated, Rice is the former president of 21st Century Fox and chairman of Walt Disney Television. <\/span><\/p>\n

\n

"Really no one is safe in Hollywood."<\/p>\n

After laying off about 6% of its workforce this week, Netflix also replaced Chief Content Officer Bela Bajaria with Peter Rice. It marked the biggest round of layoffs at the streamer in four years.<\/p>\n

TheWrap's @RogerWCheng<\/a> and @adamchitwood<\/a>\u2026 pic.twitter.com\/Xhb7mcLDOv<\/a><\/p>\n

— TheWrap (@TheWrap) October 16, 2026<\/a><\/p><\/blockquote>\n