Warner Bros Discovery Stock Is Still a Mess

By Douglas A. McIntyre Published Dec 13, 8:15AM EST

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Warner Bros Discovery Stock Is Still a Mess — © Deagreez / iStock via Getty Images

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Deeply troubled media company Warner Bros. Discovery Inc. (NASDAQ: WBD | WBD Price Prediction) has announced a reorganization. There is no proof it will help revenue or earnings, but the stock traded 15% higher on the news. However, it is still up only 10% this year, while the S&P 500 is 28% higher. Shares of rival Walt Disney Co. (NYSE: DIS) have gained 27% over the same period.

24/7 Wall St. Key Points:

News of a reorganization boosted Warner Bros. Discovery Inc. (NASDAQ: WBD) stock.
The media company plans to split its cable assets from its movie studio and streaming business.
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The plan is to divide the company into two operating groups. One will have its cable assets, and the other will have its movie studio business and streaming.

Warner Bros. Discovery’s streaming services are primarily its Max and Discovery+ products. A major challenge is that the number of Max subscribers (100 million) will not catch up to market leaders Netflix (270 million) and Amazon Prime Video (200 million). According to IndieWire, Max’s churn rate, which is the rate at which people cancel annually, is 17% per year. Netflix’s rate is 2%, and Prime Video’s is 8%.

Warner Bros. Discovery’s earnings are ugly. In the most recently reported quarter, revenue dropped 4% year over year to $9.6 billion. Adjusted EBITDA, which the company says is a primary way to view its financial health, fell 19% to $2.3 billion. Revenue in its network business rose only 3% to $5 billion. This unit operates legacy cable properties. Revenue in its streaming segment increased 8% to $2.4 billion. Revenue for the studio segment fell 17% to $2.6 billion.

Warner Bros. Discovery CEO David Zaslav said the plan “better aligns our organization and enhances our flexibility with potential future strategic opportunities across an evolving media landscape.” He did not give much analysis to support his statement. “Future opportunities” was a signal to investors of M&A.

The plan is similar to “moving deck chairs on the Titanic.” There is no reason to think it will make Warner Bros. Discovery more successful.

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About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.