According to a Bank of America paper dated Wednesday, Netflix is the “king in streaming” and its stock price may rise by 22%.

The bank raised its price objective for Netflix from $525 to $585 and maintained its “buy” rating. The price of shares is presently $480.

The last 18 months have seen a shift in market dynamics. Investors’ attention has returned to profitability, making it “increasingly clear that Netflix has won the’streaming wars,'”.

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“These changes have been a tacit acknowledgement that not all media companies will be able to achieve Netflix’s global reach and scale in streaming,” she stated.

Since it should make more third-party material available for Netflix to purchase, this should be a “win-win” situation for the streaming giant. That would make Netflix’s spending plan more efficient.

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“The company no longer needs to finance as much higher-risk new production and can supplement more concentrated ‘bets’ with well-known established content,” Ehrlich stated.

The fact that a large portion of Netflix’s current top 10 list of TV series and films are comprised of third-party material serves as evidence of this tendency.

The paper also states that Netflix should continue to grow in the near future from its crackdowns on password sharing. In the medium to long term from its inexpensive advertising subscription plan.

“The ad-supported tier, which costs $6.99, offers ‘borrowers’ who nonetheless want to use Netflix an enticing low-cost alternative. We believe that a more widespread crackdown on password sharing will boost Netflix’s ad-supported plan,” Ehrlich stated.

Following reports of 15 million in November and 5 million in May. Netflix just revealed that it currently has over 23 million active subscribers for the ad-supported tier.

“We continue to be bullish on the longer-term opportunity in advertising on demand as Netflix’s pricing strategy should drive scale. And new bundling agreements lower the retail price for consumers and decrease marketing spend and churn for Netflix,” Ehrlich stated.