Netflix says it will stop reporting key subscriber numbers from next year and asked investors to focus on its profits and revenue.
The announcement came as the firm said it added 9.3 million customers in the first three months of the year.
That brings the streaming giant’s total number of subscribers to almost 270 million, partly thanks to a crackdown on password sharing.
The firm also credited a “drumbeat” of hits, such as crime drama Griselda.
Announcing its decision, the firm said in a letter to shareholders: “In our early days, when we had little revenue or profit, membership growth was a strong indicator of our future potential”.
It added that today, subscriber numbers have become “just one component of our growth”.
Other technology giants such as Facebook parent Meta and social media platform X, formerly Twitter, also stopped reporting monthly active user numbers as growth slowed.
But some investors saw the move as a sign that Netflix’s wave of customer growth may be coming to an end.
Jamie Lumley of research firm Third Bridge wrote that the decision raises “questions about the growth prospects of Netflix’s subscriber base”.
Netflix shares were almost 5% lower after the announcement.
The company also said its profits in the first quarter jumped to more than $2.3bn (£1.85bn), as revenue rose by nearly 15% year-on-year to $9.37m.
“Streaming is a notoriously choppy market, and keeping hold of customer dollars is an uphill climb,” said Sophie Lund-Yates, lead equity analyst at share dealing platform Hargreaves Lansdown.
“One area Netflix has an edge is its original content slate, which is known to be an excellent retention tool when compared to repurposed shows and films.”
The move was followed by an unusual drop in subscribers that startled investors and intensified concerns that Netflix was losing dominance over the industry it had pioneered.
Soon after, the company said it would reignite growth by cracking down on password sharing and launch a new plan that was less expensive but showed adverts.
The firm is also pushing into areas such as sports and video games, while continuing to license material from rival media firms looking for ways to boost profits.
Analysts said the company also benefited from its global footprint, which helped it maintain a relatively strong pipeline of new shows, despite strikes that rocked Hollywood last year.
Netflix shares have risen by more than 30% since the start of this year, close to their 2021 peak.
