Netflix misses its subscriber target again, as rivals prepare to launch against it.

It’s challenging times ahead for streaming giant Netflix, as serious competition is incoming, and fast. The streaming giant has been leading the market for some time now, but most notably, Disney+ launches in the US next month, the first in a raft of high profile competitors. Disney is undercutting Netflix, and has been teasing its extensive catalogue of titles over the past week or two.

And in the midst of it all, Netflix’s latest subscriber numbers were revealed. They’re good, but not as good as they were hoping.

Netflix has predicted that in the three months from July to September, it would add 7 million subscribers worldwide, with 800,000 of those coming from America, and 6.2 million from elsewhere in the world. It misses that target, although not by much. Subscriber numbers grew by 6.3 million outside of America, and 500,000 within.

But it’s those American numbers that are raising eyebrows, for the US is to be the first territory where Netflix and Disney+ really do battle. Netflix has recently put its prices up in the States, and in the previous quarter, its subscriber count in the US had declined.

By this time next year, Netflix will be up against not just Disney+, but also HBO Max, Peacock from Universal, Apple TV+ and a fully fuelled Amazon Prime Video. And that means it’s going to be a testing 12 months ahead.

It’s still very much the market leader, and things are primarily going well. The real test, though, is just around the metaphorical corner.

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