$NTDOY:Nintendo 的飞轮到底存在吗?| Accrued Interest
Simeon McMillan 对 Nintendo 的看空逻辑是:Nintendo 仍是一家周期性硬件公司,承诺中的飞轮尚未出现。 Switch 1 软件的强劲销售延长了旧周期,但 Switch 2 需要新的主机驱动型大作来完成用户迁移;在捆绑 Mario Kart 之后,假日档的核心作品是一款 Zelda 重制版,而 Pokémon 可能要到2027年春季才会推出。他的结论是:Nintendo 可以围绕作品发售做交易,但“不是一只可以买入后放着不管的股票”。
Andrew Walker 认为 Nintendo 的重制经济学证明它拥有一口罕见的、能够不断续满的“油井”,而 McMillan 看到的则是被怀旧情绪遮掩的内容缺口。 一款拥有数十年历史的 Zelda 重制版可能成为全球畅销游戏,但 McMillan 认为,Disney 是靠收购让旗下系列保持新鲜,而不是没完没了地推出“第10部 Mickey Mouse”。因此,在没有另一款旗舰作品的情况下迎来第2个圣诞季,Nintendo 只能高度依赖旧IP、已经在其他平台发售或上市多年的第三方游戏,以及那些看完发布会后实际反应是“就这?”的粉丝。
最薄弱的飞轮证据,是游戏绑定率低迷与订阅账户停滞的组合。 Switch 2 用户购买的游戏数量低于 Switch 1 首发时的用户,尽管免费捆绑的 Mario Kart——“他们的 Avengers 游戏”——抬高了这一数字;多头则反驳称,用户已经拥有 Switch 1 游戏库,因此没有那么强的新购需求。McMillan 更尖锐的反驳是,Nintendo 披露的在线订阅用户数过去几年大致持平:“他们只是在从一个强大的粉丝基础里榨取越来越多的价值。”
硬件通胀与 Nintendo 有限的在线业务实力,限制了利润率叙事。 内存成本迫使 Nintendo 在通常主机价格会下降的阶段提前大幅提价,也让 Switch 2 Lite 短期内不太可能推出;随着软件收入占比提升,利润率应会改善,但下一代硬件最终仍会将利润率重新打回原点。McMillan 希望看到每年推出2-3部电影、建设12座主题公园,并大幅增加电视内容,才会把授权业务视为一个经常性、高毛利的增长引擎。
Pokémon 同时展示了 Nintendo 的IP潜力,以及 Nintendo 只能获得其中部分经济收益的事实。 Walker 估计 Nintendo 持有约35%的权益,而卡牌、玩具、收藏品及其他消费形式让年轻用户在游戏之外持续参与;Walker 认为,这套生态就是 Mario 和 Zelda 的蓝图。McMillan 同意这“正是理想状态”,但部分持股意味着 Pokémon 对 Nintendo 经济表现的拉动不可能像一个完全自有的系列那么大。McMillan 还表示,他认为 Pokémon Go 已被卖给一家游戏公司,而这家公司在他看来由一家沙特企业集团所有。
Spotify 是 McMillan 眼中更干净的复利标的,因为唱片公司的议价能力已经转向、付费订阅仍在持续复合增长,利润率也有了可信的上行空间。 2024-2025年的授权重置降低了版税率,同时 Spotify 继续增长;播客业务也从“无底洞”走向盈利,据称额外有声书额度已达到约1亿美元的年化收入规模。按约40倍市盈率、营收保持低双位数增长计算,Spotify 并不便宜,但 McMillan 预计盈利将增长至高双位数到20%,经营利润率将从约14%升至2030年的约20%,并可能达到30%;即使不依赖估值倍数扩张,股价仍有25%-35%的上行空间。
Netflix 看起来比 Spotify 便宜——市盈率约18-20倍,而 Spotify 约40倍——但 McMillan 对 Spotify 的信心更高,因为它的竞争路径更清晰。 Netflix 拥有低双位数营收增长、30%出头的经营利润率、迈向40%的路径、全球分发能力、体育内容触达,以及从线性电视业务中“饱餐”的能力,因此是一只价值股;但 YouTube 和那些不理性地长期存在的媒体竞争对手仍会持续施压。Netflix 的全球规模让它可以把内容成本摊到更大的潜在受众上,同时也在挖走头部 YouTube 创作者,有时还会签下独家协议,把 YouTube 当作某种试播季。它的长期可能性是成为一款捆绑其他服务并从中抽成的娱乐超级应用,但短期超额收益必须来自盈利:“跟着盈利走,不要跟着噪音走。”
Walker 和 McMillan 对生成式AI威胁影视娱乐的看法分歧最深。 Walker 从粗糙的 Will Smith 汉堡视频出发,推演出约2年内出现由一名编剧监管的AI情景喜剧,甚至可能做出名为“Acquaintances”的 Friends 仿作;McMillan 则认为,今天的产出主要还是 YouTube 儿童垃圾内容、虚假预告片和版权套利。他的反驳是,媒体看似公式化,但模板无法复刻“让它变得神奇的最后那2%”。
1. Nintendo 尚未摆脱主机周期
McMillan 的核心区分,在于一家公司是适合交易,还是值得穿越周期持有。Nintendo 在估值低迷或重大作品发布前可能很有吸引力,但由于营收和市场热情仍依赖周期性的硬件升级,这只股票“不是一只可以买入后放着不管的股票”。
承诺中的飞轮,要求 Switch 2 软件把 Switch 1 用户拉进新生态。Nintendo 让旧软件维持销售的时间超过了 McMillan 的预期,但这一成绩可能只是延长了 Switch 1 的生命周期,并不能证明 Switch 2 已经成为一个具备持久生命力的平台。
他承认 Nintendo 仍拥有真正的系列号召力,股价也已经从低点反弹。他的质疑在于持有期限:由一款作品驱动的20%涨幅,并不能解决何时退出的问题;要想持有超过1年,他需要看到足够多的新软件线索。
2. Switch 2 缺少足够的主机驱动型大作
McMillan 列出的 Nintendo 一线IP包括 Mario Kart、该周期的核心 Mario 大作、Super Smash Bros.、The Legend of Zelda 和 Pokémon。Switch 2 首发时通过捆绑方式提供 Mario Kart——这是一次不同寻常的免费赠送,他认为这避免了硬件销量明显走弱。
下一轮假日档的作品阵容无法提供同等广度。最大作品是一款 Zelda 重制版,而 Pokémon 似乎安排在春季或2027年第一季度,具体日期尚未确定;届时,投资者将被要求一直等到又一个日历年的深处,才能迎来平台下一款显而易见的主机驱动型大作。
Walker 的看多框架并不只是为发售日历辩护:如果一款数十年前的重制游戏能够成为全球销量前五的游戏,Nintendo 就像 Buffett 过去形容的 Disney——一口会自行续满的油井。“还有谁能重发一款游戏,还让它成为畅销作品?”
McMillan 承认这款重制版应该会卖得不错,但他认为,Disney 是通过收购和推出新系列来补充油井,而不是推出“第10部 Mickey Mouse”。Marvel 自身最终也出现了疲态,并重新请回 Robert Downey Jr.;持久的IP仍然需要持续补充。
3. 怀旧可以卖软件,却未必能培养下一代用户
Walker 同意,推动硬件购买的是 Switch 独占作品,而不是 Resident Evil 这类游戏的画质优势。他与看多逻辑之间的张力在于:投资者把 Nintendo 称作下一个 Apple,却一次又一次把兴奋点寄托在另一款 Star Fox、GoldenEye 或 Ocarina of Time 重制版上。
McMillan 引用了市场和粉丝对 Nintendo 发布会的反应:发布会进行期间股价就开始下跌,而非投资者的游戏评测者反应是“就这?”除了重制版之外,Nintendo 展示的第三方作品要么已经在其他平台发售,要么已经推出数年,这进一步增加了 Zelda 扛起整个销售季的压力。
在 McMillan 看来,Zelda 对年幼儿童的吸引力也不及 Mario。他并没有说即将上映的电影会票房失败——它“可能会卖得不错”——但他拒绝把这部电影等同于一部 Mario Galaxy 电影,或把它视为该系列拥有同等触达能力的证据。
4. 游戏绑定率挑战生态叙事
McMillan 将游戏绑定率定义为新主机购买者同时购买的游戏数量,这是衡量用户热情的一个粗略指标。Switch 2 的初始绑定率明显低于 Switch 1,而把可能是 Nintendo 最畅销系列的 Mario Kart 捆绑进去,又让这一比较看起来好于底层实际购买行为。
他的类比抓住了核心担忧:Nintendo 实际上送掉了“他们的 Avengers 游戏”。随着捆绑销售主机占比下降,绑定率应该会改善,但 Switch 1 作品继续占据主导,让他无法确定用户是否真的在拥抱新一代软件。
Walker 完整给出了多头反驳:升级用户已经拥有 Switch 1 游戏库,而订阅服务可以访问旧游戏库,自然会压低新增购买。在这一解释下,绑定率低并不代表需求疲弱,而是说明围绕一台极其成功的主机,Nintendo 已经建立了一个黏性强、健康的生态。
McMillan 的回应是“房间里的大象”:Nintendo 披露的在线订阅用户数过去几年大致持平。如果订阅用户开始展现增长动能,他会重新考虑;在此之前,公司只是在“继续榨这头奶牛,直到 Pokémon 到来”。
5. 内存通胀让传统主机经济学雪上加霜
Walker 将眼前的压力归因于内存价格:主机厂商通常会随着零部件价格下降而受益。Nintendo 却面临一个选择——要么按照 Walker 的估算吞下约150美元的额外内存成本,要么提价并牺牲一部分需求。
McMillan 强调,Switch 2 如此早就提价本身就是一个信号。主机通常会逐步降价,最终推出 Switch Lite 这类更低价版本;现在提价意味着 Nintendo 自己也不认为内存价格会很快缓解,因此他“不指望 Switch 2 Lite 很快推出”。
这一压力又叠加在软件缺口之上。现有 Switch 1 游戏库可能暂时托住需求,但 Nintendo 在尚未提供完整的新独占作品阵容之前,先要求消费者支付更高价格;在主机销量通常于假日季达到峰值的情况下,这是一个艰难的局面。
6. 利润率扩张真实存在,但无法消除硬件重置
McMillan 同意,随着高毛利软件在销售中的占比提升,利润率应会恢复。他的冷幽默式表述是,最理想的利润率结果是 Nintendo“永远不要再发布另一台主机”;但独占生态最终需要新硬件,因此盈利能力必然继续随周期涨落。
Nintendo 的在线业务疲弱,也限制了部分多头所描述的40%-50%经营利润率愿景。其多人游戏传统更多围绕同一客厅里的朋友,而不是持续运行的全球在线游戏;把旧游戏库拿出来销售,也只是行业惯例,并不能证明一个新的服务业务引擎已经形成。
Walker 将 Nintendo 描述为一家优秀的利基公司,但其战略并没有持续最大化股东价值。他认为,Nintendo 在2020-2021年本可能获得极高的收购溢价,而其有限的移动端和在线业务,则反映出这是一家按照自身机构愿景经营的公司。
7. Nintendo 的IP飞轮太小,也太不均衡
如果授权业务要改变损益表,McMillan 希望看到“每年、每年都推出2-3部电影”,而不是偶尔发布一部作品;同样,他希望看到约12座主题公园,以及大幅增加的电视内容。几处景点和几部电影,还不足以形成多头逻辑中那种经常性、高毛利的完整生态。
Netflix 宣布围绕 Sega 和 Sonic IP 开发剧集的交易,提供了 McMillan 更偏好的模式:Nintendo 可以通过保持距离的授权协议,让其他公司为发行提供资金。相反,Nintendo 坚持单打独斗,使产出稀少、收入和利润都高度不均衡。
Walker 担心,这种稀缺性正在消耗怀旧情绪,却没有对其进行补充。他年幼的女儿几乎没怎么看电视,却已经认识 Mickey Mouse;Mario 和 Zelda 没有类似的无处不在。千禧一代会保留对这些角色的喜爱,但如果儿童阶段被忽视,他们可能在22岁时已经没有从上一代继承下来的情感连接。
8. Pokémon 是 Nintendo 只拥有部分权益的蓝图
双方都把 Pokémon 视为一个特别持久的系列。游戏依然强劲,但卡牌、玩具和收藏品给年轻受众提供了许多参与方式;McMillan 承认,他从未预料 Pokémon 卡牌能够持续这么久,并说:“他们确实厉害。我完全没想到会这样。”
经济层面的限制在于所有权。Walker 估计 Nintendo 持有约35%的权益,因此 Nintendo 无法获得游戏之外全部消费的收益;McMillan 希望 Nintendo 持有100%,因为那样一来,这个系列对 Nintendo 合并业绩的拉动会强大得多。McMillan 还表示,他认为 Pokémon Go 已被卖给一家游戏公司,而这家公司在他看来由一家沙特企业集团所有。
Walker 认为,这种收益捕获不完整恰恰证明了品牌健康,而不是 Pokémon 本身存在缺陷。它的创业型生态展示了,如果 Nintendo 更积极地推进授权和非游戏体验,Mario 和 Zelda 可能成长为什么样子;McMillan 同意这“正是理想状态”,但还不足以支撑持有 Nintendo 2年。
9. 唱片公司的重置改变了 McMillan 对 Spotify 的看法
McMillan 将自己的 Spotify 论点描述为一次认错:他从2024年左右开始错过这只股票,因为当时认为唱片公司会永久挟持利润率,Apple 的平台税也会持续构成负担。他在文章中称 Spotify 是“一家我今后再也不会低估的安静复利公司”。
2024-2025年的唱片公司重新谈判是转折点。随着订阅用户增长和一篮子相关指标改善,Spotify 的版税率下降,整个生态的利益开始围绕扩张对齐;Walker 更不客气的说法是,Spotify 赢了,而且越来越可以对唱片公司说:“要么按我们的方式来,要么走人。”
规模如今更加重要,因为 Tidal 和 Deezer 等早期替代者已经式微。Apple Music、Amazon Music 和 YouTube Music 仍然存在,但 Spotify 已经抵御住了这3家的竞争,并成为清晰的市场领导者;McMillan 认为 YouTube 是目前最重要的剩余威胁。
唱片公司的让步也可以通过营销实现。在广播时代,付费购买播放次数会让人联想到非法的“payola”;在数字时代,歌单位置和算法推送可以作为推广出售,既降低 Spotify 的版税负担,也让唱片公司接触到 McMillan 所称的音乐行业最有价值的广告位之一:Spotify 首页。
10. 付费订阅、播客和有声书如今共同支撑 Spotify 的利润率
广告业务表现不佳,其在 Spotify 营收中的占比也在下降——这与传统媒体相反,后者通常由免费、广告支持的消费占据主导。McMillan 仍将这一弱点列为风险,但付费订阅营收已经以中双位数速度增长,而且持续时间远超他的预期。
播客业务已经从追求头部交易的过度投入,转向更加纪律化的商业模式。Joe Rogan 可能配得上自己的经济待遇,而 Prince Harry 和 Meghan 等交易则成为整体过度支付的代名词;随后 Spotify 大幅收缩投入,让播客从“无底洞”转向正向业务。
有声书同时增加了用户参与度和直接变现。管理层表示,额外有声书额度或收听时长的销售在很短时间内就达到了约1亿美元的年化收入规模,不过公司没有单独披露这一数字;这是叠加在订阅业务之上的新收入流,而不是对音乐业务的替代。
McMillan 认为,Spotify 的经营利润率按过去12个月口径约为14%,到2030年有可信路径升至20%,之后甚至可能达到30%。在盈利和现金流接近20%复合增长、回购增加且不假设估值倍数扩张的情况下,他认为将预期向前滚动可以带来25%-35%的上行空间。
11. Spotify 的路径更干净,但 Netflix 的增长跑道可能更长
Walker 质疑 Spotify 约40倍的市盈率:营收仅低双位数增长,听歌历史可以借助AI实现可迁移,而 Daniel Ek 将在2025年末从CEO转任执行董事长。McMillan 认为 AI 净利多于弊,但市场讨论过度,并提到 Spotify 拥有制作混音所需的版权和许可;在一首AI歌曲登上 Hot 100 主导位置之前,他不会太担心。
在领导层问题上,McMillan 认为市场像评价四分卫一样,给CEO的功劳和责罚都太多;Spotify 如今已经是一个规模化的工程平台,完全可以由一位没那么有远见的管理者掌舵。Walker 的反例则是极端右尾人才——Tom Brady、Patrick Mahomes、巅峰期的 LeBron James、Mark Zuckerberg 或 Elon Musk——在这些情况下,稀缺天赋仍然被低估。
Netflix 拥有相近的低双位数营收增长,但估值明显更便宜,市盈率约18-20倍。McMillan 预计其30%出头的经营利润率将升至40%,盈利增长达到高双位数至20%,并认为它拥有一个独特的全球化服务——除了 YouTube 之外——可以继续从现有内容库中提取更多价值。Walker 对护城河的描述是,Netflix 可以把内容成本摊到约10亿用户的潜在受众上,而竞争对手的用户基础更小。
McMillan 还认为,Netflix 正在挖走部分最优秀的 YouTube 明星,有时签独家协议,有时则不签,本质上是把 YouTube 当作试播季。
AI 分歧仍未解决。Walker 认为,快速进步的AI大约2年内就能以很少的人力制作原创的情景喜剧仿作;McMillan 则认为,公式化媒体依然难以复制,因为模板并不能保证实现那些提供“让它变得神奇的最后那2%”的创作执行。更直接的证据是,Netflix 在一场澳大利亚 NFL 比赛中获得约1900万登录观众,而 YouTube 在巴西的一场免费直播获得约1700万观众,这显示 Netflix 有能力吸收电视观众,并解锁体育广告收入。
不过,McMillan 短期内仍更看好 Spotify,因为它面对的非理性竞争对手更少,也有更清晰的利润率上行路径,目标是达到30%。Netflix 直接面对长期存在的竞争对手 YouTube,以及那些不理性地持续经营的媒体公司;但在5年甚至更长时间里,它可能成为一款娱乐超级应用,捆绑竞争对手的服务、从中抽成,并可能获得30倍估值倍数。Walker 指出,估值比较并不完全可比,因为 Spotify 拥有净现金,而 Netflix 带有一定杠杆。
完整逐字稿
1. The quarterly media check-in
All right. Hello and welcome to yet another value podcast. I’m your host, Andrew Walker. With me today, I’m excited to have—I think it’s the third time—Simeon McMillan from Acred Interest. Simeon, how’s it going?
Great, Andrew. Great to be back. I look forward to making another great interview. I’m a friend of the show—or friend of the pod, whatever you want to call it. There’s always something interesting going on in media, so we’re never at a loss for topics.
Well, you stole that from me because I told you that right before we started recording.
I really enjoyed it. Once every 3 weeks, I get an email from a furious long on some media stock saying, “Look what Simeon said on this.” So, you’re making waves, and I’m super excited to talk with you.
I think we last talked at the end of Q2, toward the beginning of Q3. It’s now rapidly approaching Q4, the end of Q3, so we were just doing what we said we were going to do. People enjoy it, so we’re going to do our quarterly media check-in. I’ve been following Acred Interest, so I know you’ve got lots of thoughts.
I think the place you wanted to start was Spotify, but I’m super excited to talk about Nintendo. I’m going to pull out my host veto card and talk Nintendo, which I’m a 10 out of 10 excited to talk about, and then we can do Spotify, which I’m a 9 out of 10 excited to talk about, and some other stuff, if that works for you.
Sounds good.
2. Why Simeon is bearish on Nintendo
Great. So, Nintendo. I said you really ruffled people’s feathers. I think in August you published a bearish piece on Nintendo, and then you published another one after they held their big conference earlier this year that said, “Hey, I watched their conference, and it’s everything the bears said.” I know a lot of Nintendo bulls, and a lot of them were very upset with you.
Nintendo is a beloved company. They’re finally getting their media strategy together. Super Mario Galaxy 1 and 2 do great, the live-action Legend of Zelda movie is coming early next year, and people are bullish on Nintendo, the theme parks, and all of that. Why are you bearish on Nintendo?
Simply put, I’m bearish on Nintendo—or far less bullish than the average bull—because I think it’s an incredibly cyclical stock that has not been able to break out of its dependence on the hardware upgrade cycle.
That’s why I tell people I pride myself on my shorts. I went 6 for 6 on my short scorecard for the first half of the year. I’m not afraid to go against consensus. My average short was down over 30% on an absolute basis and more on a relative basis, so I’m not afraid to ruffle some feathers.
3. Remakes: is Ocarina of Time the oil well?
My main issue with Nintendo was that this is not a stock you can put away and forget about. A lot of bulls retroactively act like they bought the stock at the low. They say, “Look, it’s up a little bit off the low,” but it’s far below its high as of last year. You could say that stocks sometimes overshoot, and I get it, but the whole thesis was that they had a flywheel that was going to let them escape from the console cycle. My only observation in my latest piece is that the flywheel is not there.
If you want to buy it, I think you buy it when it’s down. You buy it going into major game releases. But to give you some more tangible information, what I’m always worried about is that they’ve done a better-than-expected job selling Switch 1 software this long into the cycle.
For me to really believe I could hold this for more than a year—and again, I’m not a day trader; I don’t get excited if I can just get a 20% pop, and then I don’t tell you when to sell—they need to sell more Switch 2 software. That’s how you bring the audience over to the next cycle, because eventually Switch 1 is going to run out of steam.
I had an article up last week coming out of the Nintendo Direct 9/9 event. It was a 2-day event, and a lot of bulls got excited because, on day 1, they presented the new Zelda game, which is amazing.
I think working in media has taught me to check my biases. The people most excited about it are millennials, or 40-year-old people who played the old game 20 years ago, because in the grand scheme of things, remakes only get so much juice.
Simply put, I’m very worried going into this holiday season, because typically the biggest time to sell consoles is during the holiday season. Now we’re going into Nintendo’s second Christmas without any more flagship titles.
To give your listeners or viewers a quick overview of the Nintendo ecosystem, in my mind their tier-one characters or titles are, in no particular order, Mario Kart; Mario, whatever Mario game of the cycle; Super Smash Bros.; The Legend of Zelda; and Pokémon. I’m sure I forgot a couple, which your readers will let me know.
At launch, they gave away a lot of copies of the new Mario Kart in the bundle, which they had never done before. That helped them sell Switch 2 consoles, because without that, I think sales would have been quite weak.
Now, at the Direct event, the biggest game they have going into Christmas is a Legend of Zelda remake. What the bulls are saying is that it’s not a problem because eventually they’ll make more flagship titles. But now we’re out into 2027. If you go into 2027, we have visibility on Pokémon coming in Q1, or in the spring. You don’t even have a date.
Maybe you hold Nintendo until then, but I can’t wait forever. Eventually I’m going to want to see more of these other games if I believe that Switch 2 is a viable alternative. Otherwise, they’re just elongating the life cycle of Switch 1, which doesn’t get me excited.
Can I pause you there? That’s a great summary. In your note, you’ve got 4 reasons, and I actually had in my notes that I wanted to go through the 4 things I hear from bulls all the time.
You’re hitting on the number-one thing I hear from bulls all the time: “The next remake is going to be huge.”
You know, the Star Fox remake earlier this year was huge. I remember a few years ago they got really bullish on a GoldenEye remake that was coming out, and this year it’s the Ocarina of Time remake. I always get confused because, on the one hand, the bulls will tell you, “Hey, this is the next Apple,” and then, on the other hand, they’ll say, “This new launch is coming up.”
But I think it’s interesting in 2 places, right? You rightly are saying, hey, this shows kind of the dearth of depth. I mean, if you’re buying a Switch, you’re doing it really for the exclusives. And if they’re not coming out with the exclusives, that isn’t driving hardware, and you’re looking over at the PlayStation 5 over there and saying, “Oh, GTA 6.” That’s really interesting.
But on the other hand, look, you and I both follow media. If Avengers comes out with a remake of Avengers: Endgame that’s digitally enhanced and in IMAX, it’ll sell a couple of tickets, but nobody cares. Isn’t part of the story, hey, this Ocarina of Time might be behind Grand Theft Auto? It might be a top-5-selling game in the world at the end of this year. It’s a freaking remake.
And the thing that Buffett used to say about Disney in the ’60s is that they’re like an oil well where the oil seeps in, right? Every 10 years they re-release Cinderella or whatever it is. Isn’t this just kind of—I think the more bullish case to make would be, hey, what you guys are pointing out is that this is the oil well where the seepage comes back in. Who else could re-release a game and have a bestseller? Isn’t that speaking to the brand and the legacy and all that sort of stuff on the bullish side?
I think it does, and that’s why the stock has bounced up a little bit from the lows. There is life there for the bulls to point to, and I won’t deny that. But using the Marvel or Disney example that you gave, over the last 20 or 25 years, Disney did a lot of acquisitions to refresh its IP. They’re not just doing Mickey Mouse Part 10. Along the way, they added new franchises and started the cycle over again.
Everyone’s hyped about Spider-Man, and in a couple of years, honestly, I think no one will care about this because the X-Men will be here, and they can milk that for a long time. But we just came out of a period where people said Marvel was dead and getting tired. They had to bring back Robert Downey Jr. and lots of other actors out of retirement.
I hear everyone. I think the game is going to do well. I think that, again, I could see it doing well between now and the spring with the Pokémon release, but I just want to see more, or at least some release dates.
The other thing that’s a little bit different, I think, from other forms of media is that inflation is everywhere, and everyone knows that. But the inflation in the costs for the parts is noticeable. This is also the first time that Nintendo has raised the prices of a new console so early in its life cycle. You’re going to lose some demand there.
4. Memory costs and the first mid-cycle price hike
Can I just—so this is actually my next question. I’ll just pause and explain. What you’re talking about is inflation in memory, right? The Switch 2 and all these consoles have a lot of memory, and if anyone’s been following the stock of Micron, memory is in high demand, and they had to—I think they were eating something like $150 of cost in memory.
So what you’re referring to is, hey, Nintendo had to either eat it on margins or increase costs, and they’re in a tough spot where the cost of the hardware is going way up. So that hits them in multiple spots. I just want to pause so people know what inflation you’re talking about.
Yes, no, that’s absolutely right. What I’m afraid of is that, in order to make this transition, this might work a little bit longer because people love the Switch 1 games, and it’ll take them a little bit further. I recognize that this is not the absolute alpha short, but consoles are supposed to get less expensive over time, typically. In the past cycle, you had it get a lot less expensive. They came out with a Switch Lite, I believe.
By raising prices so early, Nintendo implicitly told you that they don’t see memory costs coming down anytime soon. So I’m not expecting a Switch 2 Lite anytime soon. I don’t know how long they could bridge this gap.
I was also very disappointed, and I just want to point out, because I hear bulls point this out, that the stock started tanking during the presentation. A lot of people were disappointed by what they saw. I wasn’t the only one. Not that you should always listen to angry people on the internet, but a lot of the fan reviewers in the YouTube and gamer communities, who aren’t even talking about the stock, were like, “That’s it.”
In addition to remakes, they also had a lot of third-party games that were already released on other systems or were years old. So I think that puts even more pressure on Nintendo to deliver on this Legend of Zelda remake.
Yes, they have the movie coming out. They do have the movie coming out. I want to point out to people that not all media franchises are created equal. Zelda doesn’t have the same resonance with young kids as Mario does. It just doesn’t.
I’m not calling the box office a bust. I’m not. I think the movie will probably do well, but this isn’t the same as a Super Mario Galaxy movie. I just really worry that no one’s buying a Switch 2 to play Resident Evil because the graphics are better. They’re not. We’ll see how long they can play this game. Pokémon needs to come out as soon as possible.
5. The attach rate and the Mario Kart bundle
You know, it’s funny you mentioned Zelda because when I think of Zelda—and I think I’ve played pretty much—not all of them, that would be a lie, but I’ve played the major releases, right? You don’t play Zelda for the story. Yes, it’s cool, but you play it for the beautiful music and the innovative game mechanics.
I guess you could say you don’t really play Mario for the story either, but it is a little surprising that a movie—I don’t know. I think I saw a headline the other day that Crazy Taxi is getting turned into a movie, and if there’s a game without any story, it would be Crazy Taxi.
6. The bull rebuttals, and subscriber growth that isn't
Let me go to the next thing that I think is interesting. You really hammer home the declining attach rate, and I think a lot of bulls would have a lot of different arguments against you on the declining attach rate. For my listeners who, for some reason, haven’t read your article or aren’t as familiar, can you describe what the attach rate is and then why you are so worried about it?
Sure. The attach rate, simply put, is the number of games that are purchased with a new system. There are different ways to estimate this, and we can get into that. It’s a measure of enthusiasm or interest. How excited are people for this new system?
Out of the gate, the attach rate—I don’t have my exact numbers in front of me—was significantly lower for the Switch 2 than it was for the Switch 1 when it came out in the prior cycle. Then I argued that it’s even worse than it looks because they bundled a free game along with it.
The game that they bundled is, I think, actually their top-selling franchise of all time, believe it or not. So they’re giving away their Mario Kart game. It’s like giving away a free ticket to Avengers with it.
The attach rate is going to grow over time. I’ll concede that as you have fewer bundles in the sample, but I look at the top-selling titles, and the longer these Switch 1 games keep dominating the sales, the more it worries me. It just does. So I’m curious: What are the bulls saying as a rebuttal to the attach rate? What have you heard?
I think it would be both, right? If you look at a PlayStation, you’re not seeing last year’s or 2 years ago’s games as the top sellers. It’s all the new releases. That might change with Grand Theft Auto because I bet that’s going to be the top seller for a while.
But I think they would say, “Hey, again, you’re seeing that these games carry much longer lives.” And the fact that the Switch 1 games are selling so well—I think they say, hey, you have the evidence that people are upgrading from the Switch 1 to Switch 2. They still have the Switch 1 library, so they don’t need as much of an attach rate.
I think they’re saying, hey, these are the signs of a healthy ecosystem. And then the last thing I think they push back on is Nintendo Switch Online, the subscription service. I can’t remember off the top of my head.
Yes.
Nintendo Switch Online. They say, hey, maybe one of the reasons the attach rate isn’t so high is because people are signing up for Nintendo Switch Online, so they’re playing the back catalog. And yes, that’s decreasing the attach rate, but that’s actually great. We’re growing this huge subscription business that makes people very sticky.
I think they would argue, “Hey, you’re kind of missing the forest for the trees.” I’m not saying this is right or wrong. I’m presenting a lot of different things and spreading peanut butter on a lot of different arguments. I think they would say, “Hey, what really matters is that this is the fastest-selling system of all time.”
There is pretty much no argument there. Maybe it's not quite as good as the bulls hope. Nintendo did—and you pointed out in your article—they cut down production targets a lot. It's still the fastest-selling system of all time, but it's not the greatest of the greatest of all time. So, I think that's where they would push back on you.
One point I wanted to make about Nintendo Switch Online—because let's talk about that—is something that bulls haven't talked about, which maybe I put too low in my article: Nintendo discloses the number of subscribers to Nintendo Switch Online, and it's not growing. I think that's sort of an elephant in the room that I rarely hear brought up, and I actually had to triple-check it several times. I think it's been fairly flat, constant, over the last couple of years.
7. Netflix as a value stock
I'd feel differently if I saw the number of Nintendo Switch Online subscribers growing, but it's not. They're milking more and more out of a strong fan base. I just wonder how long they have to go.
That is really—I did not realize that. I would have just assumed that it was growing quite rapidly.
8. Nintendo margins, and whether 40% is real
I put that way too low in the article. I should have kicked it up. For all you readers and listeners, you can go back and read the article, and you can see the number of subscribers is not growing. It's actually quite stunning what they're doing.
Let me go to margins real quickly, because I think this loops into a lot of the things we've talked about. You noted the declining margins that Nintendo has right now. Look, that's expected. When you launch a hardware cycle, you're going to sell a lot of hardware. Hardware is a lot lower margin than software.
In general, as we talked about earlier, this is the way it always worked until memory prices went crazy: when you first sell the console, it's much less profitable than a console that's 5 years old because technology gets better, memory costs come down, everything comes down. So, it's not surprising that this year their margins went down.
I think where you push back against bulls a lot is you're saying, “Hey, margins are in for a rough time.” And I know bulls who think this becomes a fully subscription service, à la Apple with the App Store. I've seen people talking about 40% to 50% operating margins for this business in the long, long term, which I think is kind of crazy. But they're saying this goes fully asset-light and fully recurring revenue, all that sort of stuff.
You think margins are going to be low? They're probably not going to stay this low forever, but you're saying, “Hey, all the IP things people are talking about, if you look at the lines, they haven't really grown, so the margin is lower.” Let's just talk about margins real quick.
Sure. I absolutely agree that margins are going to expand as we have more software, and that is not in dispute. The best case for margins would probably be if they never release another console.
That's the funny thing: that would be the best case, but then eventually—actually, that might be great for the stock because then they could just sell to Comcast and be a normal company.
If they're going to continue the exclusives, they have to release a console at some point.
Exactly.
So, I feel margins are more of a timing issue. Maybe I'm a little off this year or next year, but it's going to ebb and flow. I think I've actually been spending more time offline talking to gaming experts. And again, setting aside the fandom, Nintendo is not known for strong online play. They're not known for multiplayer games, not known for online games.
The multiplayer online games are mostly going into the back catalog. I thought it was interesting that Nintendo tried to get some goodwill with the fans by having a tariff discount. Instead of giving money back to consumers, they were putting a lot of their back catalog on sale. And I'm like, okay, that's what every game developer does.
So, I think online is actually one of Nintendo's weaknesses. And if that is what the bulls are hoping for, I think they might be a little concerned, because most of Nintendo's multiplayer games are really meant for you to play with friends who are in your living room. It's very different from the PlayStation, Xbox, and PC world, where you go and connect to the worldwide web.
9. Should Nintendo have sold itself?
Yes, the games have online elements; I won't doubt that. But if online is what we're hoping for, then I go back to the Nintendo Switch Online subscribers, which have been stuck in place. Show me some momentum there, and then I'll concede the point. Otherwise, you're just draining more out of the cow until Pokémon comes.
No, it's a great point. I think a lot of the arguments come down to—people can probably hear, and I think people can probably hear from you too—I'm a huge Nintendo fan. I've played a lot of Zelda games and Mario Party with my kids; my Mario Party skills have gotten really rusty. I can't wait until my kids are old enough to play, but since I was a teenager, I've played Mario Party nonstop and Mario Kart.
But I find them to be very Japanese. They obviously should have sold the company years ago if this was being run for shareholders' benefit, right? In 2020 and 2021 in particular, they would have commanded a huge premium. People tell you Comcast says all the time they'd love to buy them. The online play—they don't have mobile—it's just a great niche company, but I worry that they're very Japanese, and it's kind of the legacy of the Japanese company that gets run for a dream. Shareholders are there, but it's not ever going to maximize value. I worry about all that.
Yes. And one point that I forgot for margins, which is related: in theory, if the media, the IP, the movies, the theme parks—if they were bigger, if there were more of them—I could say, “Yeah, you've got that great licensing revenue,” which is typically higher margin coming through the P&L.
But I point out in my piece that they don't have that much. For them to really go in on this whole connected universe, I need to see 2 to 3 movies a year, every year—not just every time they feel like it. I don't need just a handful of theme parks; I need a dozen. I need way more TV shows.
You mentioned Crazy Taxi. It's actually a Sega property. And Sega—not to jump ahead, excuse me, I don't want to mess up your flow—but Netflix announced sometime this week that they did a deal with Sega to create new Sonic shows, new shows around Sega IP. In a perfect world, I think that's what Nintendo should do. I think they should do an arm's-length deal.
Look, that's exactly it.
10. IP, movies and parks, with Pokemon as the template
In the long run. But they want to go it alone. Yeah, go ahead.
I think we had a slight connectivity issue. I'm completely with you there. I know they've got this high standard and everything, but I don't understand. I've always said you've got to be raising the next generation. My daughter—we don't even let her watch TV shows—and she loves Mickey Mouse, and there's no Mario. Maybe she's a little too young for that, but they need to be plastering Netflix with Mario shows freaking everywhere. Or The Legend of Zelda for 7- to 10-year-olds, or on Disney+. It should be on Disney. Exactly.
The fact that they don't do that is a problem. Millennials like you and me are going to love that forever, but the next generation—if you neglect them, all of a sudden they're 22 and they don't have this nostalgia, and it falls apart. So, I actually think they're running a strategy that, even though they say they're long-term and they're maximizing, they're maximizing the fans from the '90s. I think that's going to be troubling in the long term for them. I think you were spot on.
It's like when you said it earlier: millennials are really excited about this Ocarina of Time remake. I don't think 13-year-olds are that excited for it. So, I have one last question for you about Nintendo, unless there's anything else you want to hit there.
Just one last question. Pokémon, I think it's really interesting.
They own 35% of Pokémon. I think it's about 35%. There are different theories about a nesting doll of different things, but that is one area where I think people have argued for a lot of upside, and that's one brand that's really managed to stay super relevant. So, I'd love to know: how do you think about Pokémon as it relates to Nintendo?
I don't want to just be saying yes back and forth. I kind of see it similarly. I think this is a brand that I wish they owned 100% of. If they owned 100% of it, then it could move the stock a whole lot more, and I'd feel a whole lot better about it.
But they sold, I believe, Pokémon Go to a gaming company that I think is owned by a Saudi conglomerate. You were talking about the nesting dolls or different ownership rights and whatnot. I think another thing about Pokémon that we want to keep in mind is that the game sales are still very strong, yes, but a lot of Pokémon is consumed outside of the game in ways that Nintendo doesn't capture, like the toys and the cards.
I would probably argue that the younger generations are actually more into the collectible cards, which, by the way, I never thought Pokémon cards would still be a thing, along with collectibles.
So, more power to them. I didn't see that coming, but yeah, I think it's—go ahead. Yeah.
On Pokémon, I would argue that the fact that Nintendo has a big stake but doesn't own it—what you're saying, that's the sign of really good brand health, right? They don't have to monetize it only through games; the ecosystem is always growing.
I actually think when you look at Pokémon, it's hugely valuable for Nintendo. It might be worth—say, it could be worth—not all of it, but Nintendo's a $70 billion company, and Pokémon is worth a ton. But I think the fact that Nintendo doesn't own it shows you what a Mario or a Zelda should be. That's how they should be growing. It's not just games monetization.
I understand Mario might not be perfect for trading cards, but there should be more licensing and all this sort of stuff. Pokémon does that, and I think the fact that they're a little more entrepreneurial speaks to the brand strength. It's not all through the games, but I think it's showing you what an ideal Nintendo would be to me.
I agree. It's the ideal, and I hope to see them do more of that—do more of that with their brands. But right now, it's too lumpy for me to hold it for 2 years.
11. Spotify: the mea culpa
Well, I appreciate you humoring me and talking Nintendo for 30 minutes. Yes, I can. I love talking Nintendo, and I could talk about it for 4 hours. Someone needs to have me on a podcast to talk for 4 hours about Nintendo.
But let's turn to what you want to talk about and a company that I follow pretty closely, and that's Spotify. I'll just give my bias: I've always regretted that in 2021 and 2022, I did a lot of work on Spotify when the stock was probably in the $150s, and I ended up passing. The reason I always liked it was that I spend about 12 hours a day just listening to Spotify in the background. I listen to all my podcasts. It's a very sticky subscription that's on the front of my phone.
I passed because, at the time, Bill Ackman was taking Universal Music Group public through PSTH and all this sort of stuff. I was also doing work on the music labels, and all the music-label bulls I talked to were saying, “Spotify—we're going to run over Spotify in the long term.” I disagreed, but I was having that imposter syndrome where I thought, “If everybody who studies music labels tells me Spotify is in trouble…”
Anyway, Spotify has done great since then. You are quite bullish on it, and I think it's your strongest-conviction long right now. So, as we end 2026, with the stock price about $550 the last I checked, why are you so bullish on Spotify right now?
Sure. It's uploaded; it'll be fresh at the top of my page. I wanted to do a sort of mea culpa because I missed Spotify, probably from 2024, call it. The article is called “Spotify Is a Quiet Compounder That I Will Never Underestimate Again,” and very early in the article, I alluded to how I mistakenly thought that the record labels were just going to hold Spotify hostage for their margin.
I don't want to pick on any one investor because a lot of investors had the same sort of theories and thesis on Universal Music. I like to bring my experiences working in the corporate world into my writing. I've done corporate FP&A far longer than I did any sort of professional investing, and I also worked in radio. I was turned off from Spotify, first, because I thought they'd never get right with the labels. The labels would keep the margins down.
I also mistakenly thought that the Apple tax meant they were going to have to pay a chunk of their subscriptions to other people, and they eased up on that. Something else I missed—and this was a big turning point—was that Spotify made peace with the record labels in a series of deal renegotiations.
We don't have to get into all the twists and turns, but between 2024 and 2025, Spotify set up new deals with all the record labels in which, for the first time, I would argue everyone was incentivized to be on the same side. What I totally missed was that the way the licensing agreement is set up, Spotify's royalty rate actually goes down the faster they grow. The more subscribers they get, the lower the rate goes. It's a basket of metrics, not just any one metric, but they're incentivized to grow, and that helps the whole ecosystem.
So that's good.
12. The label deals, and who actually won
It also allows you there, Simeon. Sure. I had a slightly different takeaway than you there. I think you said everybody's incentivized, and when I read that, I had a different read. Again, I should have been long it too—both of us missed it—but I kind of read it as the label saying this was Spotify winning.
The label was saying, “You know, the Spotify argument was always, ‘Hey, we have all the listeners. If one label cuts us off, we'll shift everyone.’ And we're going into audiobooks and podcasts, so we can push people out.” I read it as not just everyone being on the same side, but Spotify saying to the labels, “Hey, we own you now, right? We're increasingly less reliant on you.” And guess what? In the next round of renegotiations, I bet Spotify takes more.
So I almost didn't read it as bringing people onto the same side. It's our way or the highway.
That's the more blunt version of it. I think maybe this is the corporate side of me that likes to soften the language a little bit.
You ran it through your PR department and made sure nobody came out looking bad, even if somebody lost.
13. Advertising, and payola by another name
Exactly. You want to present it as a win-win, even if it isn't. But, yeah, it is Spotify winning because they got better terms than they certainly had before.
Another thing that I overlooked for Spotify—and I think even earlier this year or late last year I said no to it again—was that Spotify has not been as successful as I think some people had hoped in growing its advertising revenue, for lots of reasons. Again, coming from radio, I'm biased against audio as an advertising format. I think video is just better. I think video is always going to have more share and a higher CPM, so I was like, “I don't know.”
I was turned off again when I saw the advertising tier. Usually, in most media businesses—in the history of media, without pontificating too much—you typically have far more advertising revenue than subscription revenue because people like free. If you look at the numbers, I lay this out in my piece, the mix of advertising revenue as a percentage of total revenue has actually been falling, whereas some people hoped it would be growing.
The more I dug into it, I said, “Well, actually, advertising is underperforming.” In my risk section, I talk about how I do wish it were stronger and I do want it to be stronger, but the mix of advertising has been falling relative to the pie because the premium segment has been growing at a mid-teens CAGR for much longer than I ever thought it would.
You mentioned how they were bringing on audiobooks, and that's great. I underestimated—or overlooked—the fact that Spotify got a lot more price discipline when it came to podcasts. Podcasts used to be burning money. They were candidly giving out way too many of these trophy deals.
I think they're still waiting on Prince Harry and Meghan to deliver on some of those Spotify contracts.
Right, right, 100%. The only one that probably paid for itself was Joe Rogan, but a whole lot of the other ones didn't. They pulled back, so podcasting went from being a money pit to a positive one.
Audiobooks are great, and what they've also pointed out is that with audiobooks, they're now able to sell additional hours to people. I'm quoting management here, so caveats—they don't break it out.
You got it.
Exactly. But they said that, very quickly, they had what I think is a $100 million run-rate business just from extra audiobook credits.
I think something else I underestimated is that part of the way Spotify was able to make more money was not necessarily by making more money, but by getting a lower royalty rate from the labels, who would lower the rate in exchange for marketing and promotion.
Now, what does marketing and promotion mean in digital? In radio, a lot of people think there's a term for your listeners called payola.
It's a very old word.
Yeah, so look it up if you've never heard of it. It's the allegation that the record label, or whoever, is paying the DJ or paying the station to get more spins. A lot of people think that happens, but it's illegal.
In the digital world, it's called marketing. We can get you more placement in the playlists and other digital nudges. Technically, you don't have to hit the button when you get to the playlist—you could skip it—but it's a huge boost. Now that everything is more algorithmic, it's amazing for them.
14. What AI does to Spotify
It's one of the reasons I was bullish on Spotify back in 2021 and 2022. What's the best space in media for advertising? It's the Netflix homepage, right? Well, Netflix doesn't let you advertise there. What's a really good space for advertising in music? It's the Spotify homepage, right? You open up Spotify, and you've got the labels right there.
And if they just start—
They don't even need to do it. Wink wink: if they start putting you on the front page—or, you know, UMG, you're giving us some problems. All right, we're going to have Warner in all of our playlists and everything.
They've got a lot of ability to shift really quickly and without people even knowing they're doing it. I'm describing something a little more sinister, but all of that, I thought, was real-ish. I mentioned Netflix, which I'm foreshadowing for our next thing, but let me go through the 3 things I wanted to talk to you about Spotify—just 3 high-level things.
I think the first is that we live in the AI world. You have to ask: How do you think AI is impacting Spotify? I know some bears who think AI is negative for them in 2 ways. Number 1, the rise of AI music floods a lot of the platform. Or number 2, one of the reasons Spotify is so sticky is that they know all the music I like, right? The high school music I listen to, the Taylor Swift music—they've got all that history.
That makes it really difficult for me to go to Apple Music unless I can just have an AI go read all that and import it to wherever I want. I can seek the cheapest music player all the time, using AI to backfill my content. Those are the 2 negatives.
I think you had a positive take on how they use AI for algorithmic recommendations and to increase playing time, but I'll just pause there. What do you think about AI for Spotify?
I think it is a net positive for them, but I think it also probably gets more oxygen than it deserves on both sides. I won't repeat all the points that you made in the interest of time. The smart algorithms—you have a network effect. The longer you've been on it, the smarter it gets; it knows you.
I think another benefit that Spotify has, which is underappreciated, is that because they have the rights and clearance to all the songs and the publishing and whatever, they can do remixes and other sorts of AI creations that another company can't do unless they want to face another large lawsuit.
I'm not—I never want to be dismissive of anyone's opinion, but I actually think AI music is probably the least of their concerns. For easy listening or whatnot, okay, but until I see an AI song really dominate the Hot 100 charts, I'm a little skeptical about that.
15. 40x earnings: priced for perfection?
It's coming. But I actually think it's a bull case because AI isn't represented by a label, right? So if they're just filling it and you're just auto-listening to stuff, I think the profits go up.
Let me turn to the second case.
Actually, I'll start here. The other interesting thing here is that Spotify trades for about—let's call it—40 times earnings. You can push back if you want, but about 40 times EPS, right?
Spotify is growing revenue at, I'm just looking at, low double digits. I think it's fair to say they're growing revenue at low double digits. A low-double-digit grower with 40 times EPS, I would say, is not crazy pricey, but that's on the pricier side. You're really starting to price this at an annuity rate at that point.
For a business that—I know they've held off the Apple Music competition, I know they've held off the YouTube Music competition, and I know they've held off the Amazon Music competition—but for a business that has a lot of very well-funded competitors making this a core part of their bundle, 40 times earnings on double-digit revenue growth seems priced for perfection.
My main pushback to you is: Hey, man, you've got a 1-category thing with a lot of well-funded competitors, and the market is treating this like a category winner. It's priced pretty richly. How would you respond to that?
Sure. Not to get off topic, but this also reminds me a little bit of some of the knocks I've heard about Apple when people from time to time get bearish on Apple and say, “Oh, well, it's growing at a quote-unquote low rate.”
Here's what I would say. A big crux of my piece, and something else I love about Spotify and why I call it a quiet compounder, is that most people—not you, obviously—stop right there when they say, “Oh, we're just growing at 10% or 11% a year on revenue.” But this margin expansion that is well underway is actually leading to earnings growth, probably in the high teens.
I can see them growing actual earnings at maybe a 20% CAGR over the next couple of years because, again, for a long time their operating margins were incredibly thin. On an LTM basis, I think it might be about 14% or so. Right now, in the mid-teens, they have a line of sight to 20% margins between now and 2030, which I think is achievable just on the run rate that they're at. Because of everything we said before, I think beyond that it could go to 30%.
I think this is a situation where, yes, you're always going to get a higher multiple than what some people might be comfortable with because it is an oligopoly. I would argue, too, that Spotify doesn't get enough credit for fending off Apple, YouTube Music, and Amazon Music. They're never going to slay the beast because those companies are always going to be there, but they're the clear number 1. I'm most worried about YouTube.
I think that a low-30s multiple for something that's compounding earnings at 20% year over year in an oligopoly—you have to look at the earnings growth and the cash flow growth. They're upping the buyback. I think the cash returns are higher than people think.
In my case, I'm not arguing for any margin expansion. I'm just saying, let's roll the multiple forward a couple more years, and you could see 25% to 35% upside easily. Then beyond that, if they keep growing these premium subscriptions and lowering their costs, this could be a winner. If anything, I think it even shows how low Netflix's multiple could be.
16. Daniel Ek steps back, and are CEOs overrated
Well, we're going to talk about Netflix in 1 second. [Laughter] Let me do my last Spotify question, then we'll go to Netflix, because I think this is also relevant to Netflix.
Daniel Ek stepped down as CEO at the end of 2025 and handed it off to co-CEOs, and Ek is now the executive chairman. I can't think of many places where the founder-visionary CEO stepped back. He's executive chairman, not fully stepped back, but I think you need look no further than Netflix.
Reed Hastings stepped away. It's been a little bit of a rocky tenure for Netflix since Reed Hastings stepped away. Anytime that happens, you have to look and say, “Hey, did the visionary say, ‘Oh, the next couple of years are going to be a little bit rocky. Maybe I step back, collect my riches, dial it back a little bit, and let somebody else handle the rocky period?’”
I think that would be the last interesting pushback I would have on Spotify.
And that's fair. There's a little bit of adverse selection because you're right: The CEO knows more than we do. Sometimes they want to ride off into a high—
Allegedly.
Allegedly, allegedly. Not to mix metaphors, but a lot of people were more skeptical of Apple after Steve Jobs left, and Tim Cook is not a creative guy at all.
I think CEOs are overrated in general, in my personal opinion, having worked for a lot of them. They're like quarterbacks. I think they get too much of the credit and too much of the blame. The current CEO comes from a tech background, an engineering background. This is very much an engineering product.
What they're trying to do—they aren't making music; they're building a platform. They're trying to get the best economics out of it. I think this is a trend that is far bigger than the executive suite. I don't really read too much into the management transition, and I think the proof has been in the pudding with the margin expansion. The margins in the past 3 years have exploded without Daniel Ek there, and I think they can keep going higher.
On this “CEOs are overrated” point, I think I would push back on you this way. I agree that most CEOs are overrated, but let's use quarterbacks, so we'll stick with quarterbacks.
I think it's one of those things where there's such a thick right tail. Most of them are overrated, but if you have 1 of the top 3 guys—and I'll just use Patrick Mahomes and Tom Brady—why are they holding up the trophy year after year? If you have the top guy, I think those guys are actually underrated, and they're always underpaid.
If we went to the NBA, the max contract—if you have LeBron at his absolute peak, because of the max contract, he's way undervalued. I think Mahomes and Brady have been way undervalued because they also value winning and consistency and all this sort of stuff.
I don't know if Daniel Ek—I think building this business from nothing, he's a great founder. He started this great company. I don't know if he was an A+++ multibillion-dollar CEO. I kind of think he was, but I would agree with you: Most CEOs are overrated. But a Daniel Ek or, as much as I disagree with a lot of his stuff, an Elon Musk—we could probably find 3 or 4.
The right tail is just so thick for those 1,000x engineers who use tech leverage. I would say those guys have been and are still underrated. Mark Zuckerberg, who I know you’ve done a lot of Meta, I would probably put him in that category. I mean, I know people are hit or miss based on the spending, but that would be the one area to discriminate.
Unless you have anything else on Spotify, I’d love to talk Netflix real quick. I guess the only concluding thought I would have on Spotify is that I think another benefit Spotify got over the last 5 years to decade is that they actually have a lot fewer streaming competitors than they used to. I think it’s a little bit hard to play Monday-morning quarterback in terms of how Daniel Ek would have navigated the renegotiation of these rights deals 5 years ago.
Because back then—and people might forget this—there were a lot more streaming alternatives. You had Tidal, you had Deezer, and so many of these up-and-coming upstarts have fallen by the wayside. I think for a while it really looked like, “Oh, this is a copycat platform,” but now they have the scale to compete with the best of the best. You can do new things, and maybe this is the point where a B-level CEO can steer the ship because the foundation is that strong.
Let’s go to Netflix.
I think people are pretty curious. As soon as they did the Warner Bros. deal, you heard skeptics saying, “Hey, what are they seeing in their numbers that makes them feel the need to do their first big acquisition of all time?” We’ve talked about that. I don’t think we need to beat them up for a deal that isn’t happening and is 6 months in the past at this point. But they’ve also been shifting their KPIs down around a little bit, all this sort of stuff.
The stock was down after their most recent earnings report, so it’s been a rough ride. I think you have a different view, and I’ve heard from a lot of bulls. Bill Ackman, a prominent bull, sold it in the doldrums of 2022, and he’s back in now. I know people who have followed it the whole time. I think a lot of bulls say, “Hey, yes, it’s not going at our top-end, A-plus stream of what we wanted, but the business is performing really well. This is the cheapest it’s been in a while. They think it’s really interesting. They’ve won the streaming war.”
I’d just love to turn it over to you. As we sit here on September 16, with the stock in the high 700s, how do you think about Netflix on a go-forward basis?
I think this is going to be—well, first of all, I think it was very impressive for Ackman at Pershing Square to change their mind publicly and in a big way, because I know a lot of people who wouldn’t go back to a stock that they were so publicly wrong about.
People dunk on him. It’s like, “Hey, I’m going to make numbers. He bought the stock at 200 and sold it at 150, and this is all not adjusted for splits, and now he’s buying it at 500. What a loser.” I’m like, “Hey, man, do you know how hard it is?” I come on this podcast all the time and say the stock chart is up and to the right, and I feel I missed it.
Whether he’s right or wrong, the mental flexibility to say, “Oh, I missed something that 3x’d in my face, but I think the opportunity’s there”—that is incredible mental flexibility. I think everyone should wish they had that ability.
So, yeah, I think he was smart to change his mind. Candidly, I’ve had a difficult time discussing the Netflix, Warner Bros., and Paramount wars, because I think a lot of people have been rooting for Paramount as a proxy for how they feel about this administration. If we want to be hard on any CEO about making uneconomic decisions, I think Paramount’s right there. Their UFC deals don’t make any sense. A lot of their deals don’t make any sense.
Their margins aren’t expanding, and yet, by every objective metric that people obsess over for Netflix, I never see that same smoke for Paramount. I feel like I see a lot of cheerleading where the only standard of success is, “Did you get the deal done?” But we’re not here to talk about Paramount.
I think Netflix is a value stock, and they’re just going to have to execute. Too many people’s minds are still anchored in the old world. In media, a lot of people are biased toward, “Did I like the show I just watched?” But when you are a global streaming service—and I remind people that Netflix is the only truly global streaming service other than YouTube—you can’t necessarily judge it purely based on how many Emmys they’ve won, which is still a lot, or the hot show, because that comes and goes.
I don’t know if Netflix is going to change people’s minds. It reminds me of when people a couple of years ago were saying, “Apple doesn’t innovate anymore. When’s the last time they made a product that blew you away?” Well, guess what? Sometimes they don’t have to. They changed the metrics, and the answer they gave was that they wanted to focus on profitability. People got mad. Tough cookies. Suck it up, because it’s the truth.
If the margins keep expanding like they are—and I think the operating margins at Netflix are in the low to mid-30s, with a path to 40%—people can stay mad. I’m not going to sit here and say that a company growing revenue in the low double digits and expanding margins isn’t attractive. If you actually look at earnings growth, you’re talking about high teens to 20% earnings growth.
As I said on the last podcast, not to belabor this point, Netflix has gotten incredibly efficient at milking more and more out of the content library that they have. They’re less concerned about winning the war for cool, which ultimately will send you out of business. It’s really cool that Paramount+ got UFC, but nobody in their right mind could argue that it was actually a good monetization decision.
So, let the stock stay low. Let people stay mad, and they’ll keep expanding their margins. The P/E of 18 will go down to 17, and then it’ll rerate. Just to warn your listeners and viewers, I said I think eventually they’ll probably go after another big acquisition.
There’s nothing bad about acquisitions. I think it’s absurd that they’re anchoring their biases to what someone said 3 years ago. Three years ago, we said we weren’t going to do any acquisitions. Well, yeah, it’s 5 years later, we killed all the competition, and we have a billion user hours. We’re going to have to buy things from the graveyard of corpses of media companies out there.
The one thing I would say about Netflix, too, is watch out. Netflix is picking off some of the best YouTube stars, sometimes for exclusive deals and sometimes for nonexclusive deals. They’re using YouTube sort of as their pilot season.
People look for a certain perception. I think boring and uncool is the perception here, and I think Netflix can keep winning on that.
17. AI generated content and the Netflix moat
Let me start with the most interesting thing—well, not the most interesting, but an interesting thing: the rise of AI videos. For a long time, I thought the Netflix moat for value investors was, as you said, its global distribution. When they price any type of content, they price it over 1 billion users. Everyone else prices it over 500 million, 100 million, or 200 million, so the price per piece of content is way lower.
They’ve got all these advantages. They can make their own hits. Just think about what they did for Suits, or choose your legacy media property that flamed out on legacy media and became a huge hit on Netflix. That was all the rage, right?
Nobody could match them in scale. The rise of AI-generated content goes in 2 ways. First, go listen to Meta’s call and hear them talk about how improved AI algorithms are causing people to spend 10% more time on Instagram and stuff. AI is getting better at generating short-form content that keeps you looped over and over again. The old Netflix argument was, “Our biggest competition is not HBO; it is sleep,” or whatever. Short-form content is really getting up there.
Second, the rise of AI content makes it easier to make TV shows and algorithmically generated AI shows. Netflix might have a lot of AI-generated competition. We talked a little bit about Spotify, but I think AI is perhaps more pertinent to Netflix, both on the short-form-content side and on the generated-content side. How are you thinking about AI as it relates to Netflix?
Sure. When I think about AI-generated content, the biggest place I see it is on YouTube, mostly in the children’s verticals. I see a lot of creators who use AI to skirt or just flat-out break copyright law and take clips of shows or movies.
I wish I could show you my YouTube algorithm, because you said “children,” but they know: “Show Andrew an old Superman clip. Show Andrew a clip from Billions. Show Andrew a clip from Scrubs, and he’s always going to watch it.”
Oh yeah, that looks pretty interesting. Just cut those videos up.
100%. And for children, for example, they know, “Let’s just use Sonic the Hedgehog” and an outside party. So they have clips, again skirting the laws, from all the movies and whatnot. Whether or not Paramount is getting money for that is a topic for another day. But then they have truly AI slop videos where it’s like, “Oh, it’s trailers from movies that don’t exist.”
Yep.
Particularly in the kids’ ones. I see a lot of that, and kids don’t know any better. So they think, “Yeah, Sonic 4’s coming out.” I’m far less worried about that for your listeners who don’t have Sonic in the background. Part 4 is coming out in 2027.
I’m actually way less concerned about AI content overall. I need to see some use cases or some examples of actual AI shows that get people going before I care too much about it. I see the novelty of it. I mean—
Can I just pause you there real quick? I definitely hear you, but AI is a lot about where the puck is going, not where it is. And I think of that old video from—it was only like 2 years ago—where it was Will Smith eating the spaghetti. Do you remember that?
Right. And for viewers who don’t know it, they had AI generate a video of Will Smith eating spaghetti, and Will Smith had 8 fingers on each hand while eating a cheeseburger. It looked almost like a SpongeBob SquarePants cartoon. It was cartoonishly bad, but that was only 2 years ago. You fast-forward to today, and if you did it, you could have a photorealistic video that would look like Will Smith eating spaghetti, right?
And I hear you. You haven’t really seen AI content take off yet, but it can generate pretty damn good clips. I saw one the other day; it had AI generate a sitcom, and it was not entertaining. But if you said, “Hey, this was a sitcom,” you’d be like, “Well, there are some weird jumps, but, yeah, it kind of makes sense.”
I’m not talking about where it is today, but if I run that for 2 years—and especially maybe you have 1 writer monitoring the AI and saying, “This doesn’t make sense; change this”—I could definitely see a world where, in 2 years, you could have AI generate a Friends knockoff: 6 attractive friends who are just hanging out and cracking jokes, with a real writer monitoring and creating a show. I could see that, and that feels like a pretty damn big risk to me.
It could happen. But look, I think that if these things are going to take off, first of all, the actors who are already on edge are going to step in. The actors’ unions and the guilds are going to step in to make sure that they get a piece of that, because they’re not going to let their likenesses be used without some sort of compensation.
Isn’t that the worry, though? Yeah, if I was doing a Friends—just like, “Hey, here’s extra episodes”—absolutely, I’m paying Jennifer Anderson, right? But isn’t the worry that I’m going to make a lookalike of Jennifer Anderson? I’m not going to call it Friends. I’m going to call it Acquaintances, and it’s going to be 6 lookalikes, and it’s just going to be 1 writer having AI generate the entire thing.
It’s like, “Hey, who are you going to sue? I’m not using Jennifer Aniston. I’m just using a random blonde there.” There are no likenesses. I guess I’m worried about the internet getting filled with that slop.
I think that, again, I think this is more of a YouTube phenomenon, in which case I think this is a chapter, maybe a subchapter, of the bigger fight between Netflix and YouTube. And I would just say, in the history of media, in every medium, I think people have thought it’s more formulaic than it actually is.
In every period of media, you take the top show or genre, and they’ve had knockoffs of it that have tried to capture the zeitgeist. Again, I keep going back to children’s entertainment because with children’s entertainment, I think you get more cycles because new kids are always being born who don’t have memory of what happened before.
And so, if you look at all the Disney hits—let’s just use Disney—there are YouTube videos about this. Disney had A Bug’s Life, and then there was Antz from DreamWorks. DreamWorks went forward.
It’s always going to be there. Yeah.
18. NFL on Netflix vs YouTube
So, yeah. I think media is tough. Media is tough.
Go ahead.
It is very hard. And look, Dick Wolf—all the Dick Wolf shows, Law & Order, all the Chicago shows—they are very formulaic. But as you’re saying, it seems formulaic, but there’s a reason that NBC is paying Dick a heck of a lot of money to be basically all of their primetime schedule, and they’re not paying you and me. You and me could probably make a formula, but we’re missing that last little 2% that makes it magic. So I am with you there.
Let me quickly go to—I just, I don’t know if this is asking you for a comment, but the NFL is back. And one thing that I thought was really interesting, and that I think speaks to Netflix’s moat, is that last year the NFL’s opening game was in Brazil and it was on YouTube, and it got about 17 million viewers. This year it was in Australia and it was on Netflix, and it got about 19 million viewers.
Now, that’s a little bit apples to oranges because I think the Brazil game was on a Friday, which is where all TV ratings go to die, and the Netflix game was on a Thursday. But on the other hand, to watch Netflix, you need to log in, and YouTube was completely free. The YouTube game had Patrick Mahomes, probably the biggest star in the NFL. The Australia game had some good teams, but it did not have that.
And I know a lot of people said YouTube played games with their ratings number. So, I guess what I’m saying is, it’s pretty wild that Netflix can beat or match YouTube’s ratings while requiring a login. We can talk about the NFL being king; we can talk about Netflix, but I just thought that was a real bullish point: hey, they’ve got a lot of power here, and they can drive a lot of things. If you want to do 60 seconds on that.
The threat from AI, I think, just reminds people that Netflix still has the ability to take a whole lot of money away from television. They’re still not done feasting off the decaying corpse of the linear television market and taking share from all their competitors. And if they can take sports, which they’re showing that they can, they can live off that for a long time because it opens them up to new ad categories that they had before, like advertising and sponsorship.
So I’m more bullish because I think Netflix can become more like TV than I am worried about Netflix losing necessarily to short-form. Although we need to watch the whole thing.
19. Gun to your head: Spotify or Netflix?
All right, we are way past an hour, but I’d love to wrap it up with just this question. We talked about Spotify earlier, and I said, “Hey, I’m alluding to Netflix.” When I read your articles, it seems like Spotify is your top pick. It seems like you’re the most bullish on Spotify, and you can correct me if I’m wrong, but when I look at Netflix, I hear you a little bit more passionate, I would say, about Netflix in this conversation.
At a high level, I look at Netflix and say, “Hey, Spotify is low-double-digit growth. Netflix is about low-double-digit growth. Spotify has this margin-expansion story. Netflix has the same margin-expansion story.” While Spotify trades at about 40 times price-to-earnings, Netflix trades at about 20 times price-to-earnings.
Now, Netflix has a little leverage on it. Spotify is net cash, so it’s a little apples to oranges. They’re different businesses, but at a high level, I look at it and say, “Hey, if I was just looking at quantitative metrics, Netflix is half the multiple.” It seems to me like Simeon is equally, if not more, bullish on Netflix. Why would Netflix not be the top pick versus Spotify? I know you’re bullish on both of them, but if I’m saying—
Right.
Gun to your head, choose between your children. It feels like it should be Netflix over Spotify.
I mean, if you want to look over the next maybe 5 years or more, I could see that argument. I think that I’m more bullish on—I have more conviction in—Spotify because I think that they have a lot of the same financial metrics and the same story, with less competition.
Because Netflix, I think a problem with Netflix is that a lot of Netflix’s alpha is going to have to come from earnings because there are so many opinions out there in media that there’s always some new upstart. There’s always going to be another media competitor around the corner. And honestly, I think that, gun to my head, I wouldn’t be surprised if 10 years from now Netflix is trading at 30 times because they’ve become more of an entertainment super app.
I think some of the evolution of Netflix is going to have to take a little bit longer. Whereas I sort of rate my conviction in terms of not just upside and downside, but what could go wrong, and I see Spotify as having a much better glide path to 30% than I do Netflix.
But this is going to make a lot of people mad: when Netflix starts bundling other people’s services and starts selling access to the other streamers and taking a cut, people are going to say, “Oh no, you’re changing strategy.” But I think Netflix has a lot more levers that they can pull. I think it’s just going to take a little bit longer because, again, media is fun, and in fun businesses you have irrational competitors that are going to stay there a lot longer.
Paramount should not be in the conversation. They're only there because the CEO has a father who's one of the richest people on the planet. This should have been game over a long time ago if there was any other one.
20. Wrap, and the student tier
And then you have YouTube as well. I think that Netflix probably deserves a lower multiple than Spotify because Netflix is more of a direct competitor to YouTube, and YouTube's never going away. But no, I like them both. I think Spotify is a little bit cleaner, and I don't want to have egg in my face right now. I think the future's bright for both of them. You sort of just have to follow the earnings, not the noise. We're past hits. It's about money. If they can get more NFL games, watch out.
Great. Well, let's wrap it up there. Simeon McMillan, I can't say I read everything you publish because, boy, do you publish a lot, but I follow the big ones a lot. And look, you do stuff other than—I focus on media because I love chatting about media, but I know you've been following the big Uber insider buys and covering Uber, lots of tech stuff. So I really appreciate you coming on. Looking forward to having you again in the future, and we'll chat soon.
Thank you very much, guys. And to all the students out there, I'm going to be having more student-focused content on how to pitch a stock, how to pitch a short, and giving you more versions of some of my best pitches, so you can get ready for your investment clubs, your internship interviews, and your job interviews. I'll be doing more of that going forward.
I'm laughing because—how to pitch a stock. I mean, you're stepping on my toes, and how to pitch a short. The answer is just don't.
Me putting my money where my mouth is.
Oh, sorry. You cut out for a second there. I'm laughing because—how to pitch a stock. I mean, you're stepping on my toes, and how to pitch a short. The answer is just don't.
I loved your video, and it was great. I want to talk more about some of the components of it, like how do you get very precise? How do you talk about incremental growth and not just topline growth? So there's no right flavor. If you haven't watched Andrew's video, it's actually fantastic. It's a great overview, and there's no one way to do it. Just focus on the company that you love, and you'll do the work and tell the story.
I appreciate it, man. All right, well, hey, this has been great. Looking forward to our Q4 checkup, and we will go from there. Simeon, thanks so much.
Talk soon.
A quick disclaimer, nothing on this podcast should be considered investment advice. Guests or the hosts may have positions in any of the stocks mentioned during this podcast. Please do your own work and consult a financial adviser. Thanks.