Should I buy NFLX? I wouldn’t buy at these levels.
In fact, today, I thought today was a good day to start scaling into a bearish short term position. Longer term I think there is great upside potential. If you’re holding NFLX right now or thinking about getting long, see how you can protect yourself from downside risk below.
My Recent NFLX Positions:
I was long NFLX yesterday from 175.98, sold going into the close @ 178.08 -woulda, coulda, shoulda held, but was apprehensive holding overnight with the volatility seen from NFLX and substantial, short term downside risk. (Volatility Average 76.31)
Today 2/13/2013 I bought the Feb Weekly 4 190 Puts going into the close @ 8.90
P/L Price Slices I plan to follow: (P/L is per contract)
176.40 Profit: $629.75 | 70%
(190.20 Loss: $253.97| 28%)
Loss side might seem a little high, usually I set my losses at 7-8% range. However, during the week of option expiration’s (3rd Friday of the month) NFLX among others stocks (not options) are heavily manipulated by Market Makers and there is a chance of them trying to test and break out from the 52 week highs.
This Week
Looking at the option premiums and volume on the chart below, 11,001 185 call FEB 2013 options exchanged ownership today with premiums ranging from $1.85 to $4.30.
CALLS on the left & PUTS on the right

NFLX Option Chain 2/13/2013 at the close
For the person who purchased the call option at $4.30 today, NFLX would have to be above $189.30 on or prior to 2/15 before he is able to execute his option at a profit.
A savvy option trader would know at a minimum the Delta & Theta of the option being traded. On 2/13 at the close Delta was @ .54.. This means that if a share of NFLX was to drop by $0.50 during the trading today, the option value should drop by $0.27/share representing a 6.2% loss on the value of the option contract. Theta was @ .58, which is the measure of time decay. As we get closer to the option expiration date, the extrinsic value of the option decreases (Time Value of Money). This means if the underlying shares of NFLX were to open at the same price it closed at, the value of the option would be worth less than 60% of the original contract price.
Who’s buying the Options?
There are a few type of people who would buy Feb 2013 185 Call options that command such a high premium of $4.00. Pipe Dreamers/CNBC Junkies/Gamblers who believe that NFLX is going to jump another 2.3% in the next 2 trading days with no catalyst after we saw an 87% return in the last 15 tradings w/ 13 out of 15 days being in the green. Another buyer: Insiders, those who have inside information and use options to leverage their funds to the rafters.
Disclaimer: NFLX very well may go to $195 or higher in the next 2 days for all I know, though from past experiences and observations I have seen weekly option holders get burned again and again. The only control we have as traders is how much we’re willing to lose on a trade.
Who’s Selling the Options?
Typically large investment institutions who may or may not own the underlying shares of NFLX will sell call or write put options to those who are overly bullish or bearish. The reason being, mathematically the option premiums are so high that they cover any downside risk and there would have be a catalyst to bring the shares any higher. If the price of the underlying security stays below the strike price (185 in the example above), the person/institution who sold the contract owes nothing to the person who bought the contract. The person who sold the contract gets to keep the premium and underlying securities.
But wait there’s more…The institutional market makers are able to manipulate the stock price fairly easily in the short term- sometimes with the help of news media sources. With NFLX market makers (MMs) can easily bring the share price up to $190, causing more investors (who think they can turn an easy profit) to buy the weekly call options. At the same time, the MMs are buying back the later expiration put options they wrote when NFLX was trading lower.
What Happens on Option Expiration Day?
Historically with momentum stocks come Friday when the options expire, the market makers want to make as much money as possible and not have to deliver many securities, or have to purchase many securities from the put option holders.
NFLX; typically the closing stock price on option expiration day will be pinned or pegged at a price that causes the greatest financial loss for those who bought the options. This is also known as MAX PAIN. Looking at the open interest values I could see the price being pinned between 179.00 and 181.00 at the close on Friday.
Historical Data (as of 02/13/2013)
YTD: 96.52%
1-Year: 37.47%
Technicals
NFLX stock has been showing support around $171.22 and resistance in the $186.92 range. The technical indicators I use to trade show a sell set up below denoted on the stochastic oscillator directly below the volume chart.

NFLX 5 day, 5 minute aggregate chart
Active Traders:
Bulls make money, bears make money, but pigs get slaughtered. I think it would be prudent to take profits now, that’s also why I bought the puts. I think other people will begin taking profits shortly.
Passive Traders/Bag Holders:
For those who believe NFLX will stay above 155.00, look at the May ’13 $175.00 covered call. Allowing 154.XX to be the break-even stock price for this trade. This covered call has a duration of 94 days, provides 13.29% downside protection and an assigned return rate of 13.42% [1]
Option traders:
A lower-cost hedged play would use a longer term call option in place of the covered call stock purchase. To use this strategy look at going long the Jan ’14 $92.50 call and selling the May ’13 $175.00 call for a total debit of $65.80. The trade has a lifespan of 94 days and would provide 11.04% downside protection and an assigned return rate of 25.38% [2]
Fundamentals:
There is significant execution risk here at 186.xx. Costs associated with international expansion ought to pressure net profit margins in the near term. The company is using profits from its domestic business to fund international expansion. The strategy of prioritizing long-term gains over short term profitability may well pay off in time, but it does create near term uncertainty.
NFLX is in a highly competitive market which is subject to rapid technological changes with fewer barrier to entry for streaming businesses. This means more competition. [3]
My Price Targets:
With consideration to the financials and forward looking guidance given on their most recent conference call I give NFLX a 1 year price target of 158.80
In the next 2 weeks when I look into my crystal ball, I see a low of 171.22 and a high of 190.20.
Other Analysts:

Analyst on NFLX with price target [4]
Noise & News:

NFLX news 2/13/2013
Sources:
[1] http://www3.valueline.com.proxy.lib.csus.edu/vlquotes/quote.aspx?symbol=NFLX
[2] http://www3.valueline.com.proxy.lib.csus.edu/vlquotes/quote.aspx?symbol=NFLX
[3] http://www3.valueline.com.proxy.lib.csus.edu/secure/vlispdf/stk1700/vlispdf/f17604.pdf
[4] http://www.marketwatch.com/investing/stock/NFLX/analystestimates?subview=snapshot&pg=analyst

