Rafi Mohammed wrote an excellent article about Netflix, pricing, customer requirements, and shareholder concerns on the HBR Blog describing The Real Reason Netflix Stock Tanked .
Netflix had many options as they looked at raising prices. Mr. Mohammed argues the one option they correctly took off the table was to increase their cost structure and not ask customers to pay for this. However, they could have structured their offerings in a way that allowed customers to opt in if they wanted the additional features versus forcing them to opt out (leave the service, which 3% have decided to do) if they do not.
If the results of a 20-60% price increase is losing 3% of your customers, the financial result of that is pretty nice. Even with Netflix taking it on the chin with their communication strategy, none of this describes why shareholders have left the stock in droves. I let you read what Mr. Mohammed has to say about that.