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Netflix’s (NFLX) controversial password sharing crackdown hit US customers on Tuesday, and analysts stay bullish on the initiative’s capability to add incremental income development for the firm.

CFRA analyst Ken Leon told Yahoo Finance the password sharing crackdown will transition Netflix into “a stronger enterprise,” adding, “it is an chance to genuinely create the enterprise to a extra loyal subscriber base.”

Netflix stock rose quickly following Tuesday’s announcement prior to sinking two%. Shares recovered on Wednesday with the stock closing the day up about two.five%. Shares have been down a modest 1% on Thursday.

Leon, who has a Robust Purchase rating on the stock and a $390 value target, stated it is probably investors will see a handful of choppy quarters ahead but that Netflix must be in a stronger position by Q4 and set itself up “quite properly for 2024.”

When asked if he’s concerned about churn, Leon stated, “You can not genuinely have churn for a person who’s not paying a subscription.”

In its quarterly shareholder letter final month, Netflix stated the firm anticipated quick-term churn prior to customers signed up for their personal accounts: “In Canada, which we think is a trustworthy predictor for the US, our paid membership base is now bigger than prior to the launch of paid sharing and income development has accelerated and is now developing quicker than in the U.S.”

Netflix’s controversial password sharing crackdown hit US customers on Tuesday — but analysts stay bullish on the initiative’s capability to add incremental income development.

Shortly following the announcement, Oppenheimer reiterated its Outperform rating and raised its value target on the stock to $450 a share, up from the prior $415.

The move represents roughly 25% upside compared to present levels with the firm citing “a number of tailwinds, which includes decreased competitors, extended term unwind of linear Television, and the launch of marketing &amp password sharing.”

Oppenheimer, which carried out a survey of practically two,000 US Netflix customers, wrote in its note to clientele that the survey’s benefits indicate the prospective for the streamer to add about 36 million new subscribers.

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Practically half of the respondents indicated they’d be prepared to spend the $7.99 charge for remote customers although 70% stated they’d be open to signing up for the $six.99 ad-tier program.

“With pricing above ad-tier, our survey suggests a substantial portion of these customers will be pushed towards marketing,” Oppenheimer analyst Jason Helfstein wrote. “We think correct added benefits from password sharing &amp marketing tier is not adequately factored into estimates.”

Alexandra Canal is a Senior Reporter at Yahoo Finance. Adhere to her on Twitter @allie_canal, LinkedIn, and e mail her at

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