Netflix Faces Subscriber Backlash Amid Price Hikes, Alternatives Rise

Netflix is enhancing its service by testing a new AI-powered search feature developed with OpenAI that allows users to search using natural, conversational language, aiming to make content discovery more intuitive and effective. This technology is currently being piloted in select markets and is expected to roll out in the U.S. soon, with the goal of surfacing lesser-known titles to a broader audience. In addition, Netflix recently reported strong profits and increased sales, partly driven by the popularity of its ad-supported, lower-cost subscription tiers, which have attracted more price-sensitive viewers. While Netflix remains a leader in the streaming industry, its recent price hikes have prompted some American subscribers to seek more affordable alternatives such as Discovery+, Peacock, and Paramount+, which offer competitive content at lower prices. The combination of innovative technology and flexible pricing strategies is helping Netflix maintain its competitive edge, even as new and existing rivals vie for market share.