Authors: Robert Ribciuc

On November 3, Netflix launched a new lower-priced, ad-supported pricing level, which, according to the author, gives the company significantly more attractive economics than they previously had with just the basic and premium plans. Additionally, behavioral economics biases (such as availability bias, framing, etc.) line up to promote the adoption of this new pricing level, as the author explains. Robert Ribciuc, CPP, CFA, is the Managing Partner of EBITDA Catalyst, a boutique advisory firm specializing in pricing strategy, analytics, and execution. His experience includes consumer brands, SaaS/software companies, and PE firms whose portfolio companies have …Read More

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