This is real news that will clearly impact NFLX's bottom line in the weeks and months ahead. It absolutely matters on Monday that MFST and AAPL are both making solid inroads into this market. Both companies have much deeper pockets than NFLX and they will quickly erode NFLX's dominance.
Apple and MSFT entering will CRUSH this. If both of these services are actually announced Monday, it is going to be a bloodbath at the open. I never ever ever would claim this or anything even similiar, but we all saw what happeend when Facebook launched a not even nearly as competitive service.
If MSFT and AAPL launch their own services without Netflix than it will be a bloodbath for the shares since that will essentially lock Netflix out of Xbox and Apple gadgets. Any chance Microsoft can sign up with Netflix as a partner to provide the content?
The share appreciation over the last month has been staggering. Nobody will be so bullish if there wasn't something big out there. Facebook 'integration' doesn't count, imho, as only naive people can think it will generate any growth for Netflix, but it will sure generate a lot of costs that Netflix will have to pay to Facebook for the privilege. It could be that Hastings knew that Netflix will get locked out of Xbox and Apple and is trying to cushion the blow by spinning the Facebook deal...