# Netflix Hammers the Last Nail Into Linear TV’s Coffin.

1 Opinion January 26, 2024 Bloomberg ![Paul Hardart](/sites/default/files/styles/246w/public/assets/images/Hardart%2C%20Paul%20.jpg?itok=nYo-kr95)By Paul Hardart

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Netflix just rocked Wall Street by announcing its fourth-quarter results. The streaming giant added 13.1 million subscribers over the last three months, beating its own forecast of 9 million, and nearly 30 million new subscribers flocked to the platform in 2023. Following the news, the company’s stock surged over 14%.

You’d be forgiven for being shocked. Reports, polls and studies have told us that consumers are tired of paying for subscriptions and churn rates — or cancellations — have been on the rise.

And yet, Netflix, as some have pointed out, is the reigning champion of the streaming wars.

Read full [*Bloomberg* article](https://www.bloomberg.com/opinion/articles/2024-01-26/netflix-offers-subscribers-a-whole-cable-bundle?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTcwNjI4MzczOSwiZXhwIjoxNzA2ODg4NTM5LCJhcnRpY2xlSWQiOiJTN1ZKMlFUMEcxS1cwMCIsImJjb25uZWN0SWQiOiJBRjNCNkRGODYzMTY0NzAwQTFGQjZDRTk2QzdBMTQxRSJ9.HPB5cG330Y7O3h2wKvtc9d_XmpBjp-WjSnnYLrkNXWo).
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*Paul Hardart is Clinical Professor of Marketing and Director of the Entertainment, Media and Technology Program at NYU Stern.*

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