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Netflix ( NFLX ) is successfully fending off a host of rivals in Europe thanks to its mix of Hollywood and local content, analysts say. After examining the online video markets in the U.K., Germany, France, Italy and Spain, investment bank UBS concluded that Netflix is well positioned for growth. “We think Netflix is doing quite well across Europe despite intense focus from local competitors in each market, not to mention competition with Amazon ( AMZN ), who was earlier to enter the U.K. and Germany,” UBS analyst Doug Mitchelson said in a research report Sunday. Mitchelson reiterated his buy rating on Netflix stock, with a 12-month price target of 141. Netflix stock was up 2%, near 94.50, in afternoon trading on the stock market today , but it has been trading below its 50-day moving average since posting disappointing earnings last month. Netflix’s early success in foreign markets comes as the company is ramping up production of original shows in local languages. “Management continues to suggest that only about 20% of international viewing is from local content and that U.S. content continues to travel well everywhere, including in the rest of world markets launched this year,” Mitchelson said. “Thus, we expect Netflix to continue to focus the majority of its content budget on U.S. content, though increasingly originals and almost exclusively content with global rights.” Europe Seeking More Local Content From Video Services Last week, the Financial Times reported that Netflix and other on-demand video services could be forced to devote at least 20% of their catalogs to European movies and TV shows as part of an overhaul of the EU’s broadcasting rules. The services also would be required to prominently display European content. Streaming video services currently are not covered by laws that require national broadcasters to ensure that the majority of their content is European. Those same regulations force broadcasters to contribute financially to the production of European films and TV shows. Netflix has opposed the proposed regulations, the FT reported. Investors are increasingly focused on Netflix’s international growth, as its service nears the saturation point in the U.S., Piper Jaffray analyst Michael Olson said in a report Monday. He rates Netflix stock as overweight, with a price target of 122. “While in calendar year 2016 we expect international will account for 35% of revenue, we are modeling 50% by 2020,” Olson said. RBC Capital Markets analyst Mark Mahaney on Sunday maintained his outperform rating on Netflix stock, with a price target of 140. RBC’s recent surveys of online users found strong usage and high satisfaction for Netflix in the U.S. and rising demand in France and Germany, Mahaney said. RELATED: Netflix Signs Programming Deal With Hispanic TV Leader Univision Scalper1 News
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