“We’re always exploring ways to improve our members’ experience,” Netflix stated Thursday in an announcement. “We can confirm that we are updating the pricing of our plans in certain countries.”

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The value cuts will impression greater than 10 million subscribers in markets together with Vietnam, Indonesia, Thailand and the Philippines, the unbiased analysis agency Ampere Analysis stated individually. They are happening throughout Asia, the Americas and the Middle East.

Shares of the streaming chief fell as a lot as 5.2% to $317.47 in New York. They have been up 14% this yr by way of Wednesday’s shut.

Netflix is reducing costs in nations that account for a small share of its subscriber base. The firm has already decreased costs in India and some markets in Southeast Asia, the place progress has been gradual.

Streaming companies have typically been elevating costs to seize extra income from a enterprise that has been extraordinarily costly to roll out. Some, together with Netflix, have additionally launched lower-priced, ad-supported plans to succeed in extra cost-conscious clients.

The value of the corporate’s primary subscription plan is dropping essentially the most with a few 50% decline, Ampere stated. Other tiers are being lower 17% to 25%. None of the affected markets has the ad-supported providing, Ampere stated.

Netflix is beginning to crack down on its customers’ capability to share passwords, which may quantity to a value enhance for a lot of clients.