Following great success in live-sports streaming, Netflix (NFLX, Financials) could raise its subscription rates Monday, said UBS analysts, noting the company’s capacity to draw a sizable audience for its NFL shows.

Having confirmed its position in the live-sports industry, Netflix is apparently looking at raising a membership fee. The strong NFL broadcasts of the streaming behemoth throughout the Christmas season were underlined by UBS analysts as a main driver for this action.

With around 65 million U.S. viewers tuning in, the NFL gamespart of Netflix’s multi-season alliance with the league attracted significant audience during the Christmas season 2024. This mark is seen by analysts as evidence of Netflix’s attempt to broaden its offers beyond scripted video into live events.

While rivals like Disney+ and Amazon Prime Video have also embraced sports as a driver of engagement, Netflix’s capacity to draw a sizable audience with its first entry into live sports highlights its potential to collect higher subscription costs. Targeting a $1,040 stock price, analysts under John Hodulik grade the streaming firm at Buy.

Neither has the corporation revealed specific ideas for a pricing adjustment nor comprehensive financial data from its NFL relationship. Still, the favorable reaction to its live-sports debut points to Netflix’s position to profit on this trend.

The next earnings report from Netflix could provide more light on the financial and strategic ramifications of its live-sports projects, hence indicating maybe the timing and scope of any membership price adjustments.

This article first appeared on GuruFocus.