Streaming war: Netflix no doubt had more competition towards the end of last year with the launch of Disney+ and Apple TV+ and the competition would get even stiffer with the launch of WarnerMedia's HBOMax and NBCUniversal's Peacock this year.
The figures were announced in the company's fourth quarter results, where the streaming giant said it surpassed 100 million memberships outside of the USA.
"Our low membership growth in UCAN is probably due to our recent price changes and to U.S. competitive launches", the company revealed in its report.
On Tuesday, Netflix executives said new competitors hurt traditional television businesses more than Netflix and its rivals.
Netflix has made good on its promise to boost marketing spend in the last quarter of 2019.
Netflix has had an outsized impact on the pay TV landscape, changing the way that people consume TV and film and forcing media and tech companies to shift their business models.
Netflix has also surpassed 100 million paid memberships outside of the U.S. in total.
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Worldwide expansion, a busy awards season and increased competition from new streaming services such as Disney+ and Apple TV+ are likely driving the uptick in marketing spend.
The business acknowledged that competitive pressure would have an impact on its US service, where customer development dissatisfied expert quotes.
The company fell short on domestic subscriber additions by nearly 50,000 and its stock fell by 2.5 percent in after-hours trading. Total net additions are forecast at 7.0 million for the first quarter, down from the all-time high of 9.6 million reported in Q1 2019.
In all, Netflix said that 95% of its membership growth came from countries outside the US. The company launched a new comedy show in December that portrayed Jesus Christ as a gay man, prompting an global boycott petition that has so far received more than 2 million signatures.
The streaming giant - a pioneer in producing original binge-worthy shows and movies - now boasts more than 167 million subscribers worldwide and has strung together a gamut of well-received movies and shows over the a year ago.
The company acknowledged that competitive pressure would have an impact on its US business, where subscriber growth fell short of analyst estimates. Therefore, this was the period when Netflix was having a big competition with other streaming apps such as Disney and Apple.
When it comes to staying competitive, Netflix is banking on its original content continuing to draw in new subscribers and maintain current subscribers. It also reported stronger-than-expected financials, with revenue of $5.47 billion and earnings per share (EPS) of $1.30. Netflix expects to see elevated churn levels in the USA from January through March.
"Our new methodology is similar to the BBC iPlayer in their rankings based on "requests" for the title, "most popular" articles on the New York Times which include those who opened the articles, and YouTube view counts", Netflix says.