Netflix (NFLX) stock is notoriously volatile. And while some nimble traders have surely used NFLX's gut-wrenching swings to their advantage over the years, plenty of punters with less fortunate timing have just as assuredly had their faces ripped off.
Netflix's truly long-time shareholders are in another class entirely. Those who bought stock in the streaming media giant two decades ago – and then held and held and held through NFLX's many vertiginous ups and downs – have enjoyed outstanding returns vs the broader market.
As successful as Netflix has been – and may continue to be – it remains at its core a somewhat insecure business model. (Just look at NFLX stock's volatility for proof.)
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On the plus side, Netflix is the king of on-demand streaming entertainment, serving TV series, films and games via 300 million paid memberships in more than 30 languages and 190 countries. It furthermore lays claim to arguably the best brand in the industry.
On the downside, Wall Street puts relentless pressure on the company to grow its subscriber base. As a consequence, Netflix must spend tens of billions of dollars on content to attract and retain viewers. Competition from the likes of Walt Disney (DIS), Apple (AAPL), Paramount (PARA), Amazon.com (AMZN) and others have forced Netflix to splurge on efforts to acquire, license and produce content over the past several years.
After peaking at $17.7 billion in 2021 – a whopping 50% increase vs the previous year – Netflix managed to cut spending on content. The company spent about $13 billion on content in 2023, another $16 billion for programming in 2024 and plans to spend $18 billion in 2025.
Investors are counting on the company to keep leveraging those investments into the kind of outsized subscriber growth NFLX enjoyed at the tail end of last year.
After all, nothing hurts NFLX stock like losing subscribers. Recall that in April 2022, shares plunged after Netflix reported its first loss of subscribers in more than a decade. The company shed in excess of $50 billion in market value overnight.
It's also worth recalling that Netflix stock was already in a steep decline at that point. Sluggish subscriber growth and rising costs had long knocked it off its perch. Indeed, shares hit an all-time closing high of $691.69 back in November 2021.
It's been a long climb out of that hole, but NFLX stock is back to trading along record levels.
The bottom line on Netflix stock?
Which brings us to what you would have today if you had invested $1,000 in Netflix stock 20 years ago.
The good news is NFLX stock has clobbered the broader market over the long term, generating an annualized total return of 38% over the past two decades vs 10.6% for the S&P 500.
To see what that looks like on a brokerage statement, check out the above chart and you'll see that if you invested $1,000 in NFLX stock 20 years ago, today it would be worth about $599,000.
By comparison, $1,000 invested in the S&P 500 over the same time frame would theoretically be worth about $7,600 today. (The broader market's return includes dividends, which Netflix doesn't pay.)
As for where Netflix stocks goes over the next 12 to 18 months, the Street's consensus recommendation on this communication services stock comes to Buy, but with somewhat mixed conviction.
Of the 46 analysts issuing opinions on NFLX stock surveyed by S&P Global Market Intelligence, 24 rate it at Strong Buy, seven say Buy, 13 call it a Hold and two have it at Sell.
More Stocks of the Past 20 Years
- If You'd Put $1,000 Into Apple Stock 20 Years Ago, Here's What You'd Have Today
- If You'd Put $1,000 Into Amazon Stock 20 Years Ago, Here's What You'd Have Today
- If You'd Put $1,000 Into Nvidia Stock 20 Years Ago, Here's What You'd Have Today
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