Netflix price hikes cloud outlook, just as rivals look to pounce

An Apple Inc. laptop computer displays Netflix Inc. signage in an arranged photograph taken in the Brooklyn Borough of New York, U.S., on Wednesday, April 11, 2018. Netflix Inc. is scheduled to release earnings on April 16. Photographer: Gabby Jones/Bloomberg

How much are customers willing to pay for Netflix? 

The streaming service is grappling with that question once again after raising prices in some of its largest territories over the past month. Netflix predicted it would add just 5 million new customers in the current quarter, well short of Wall Street forecasts for 6.09 million – a slowdown the company blamed in part on its pricier offerings.