Netflix says it’s on monitor to “double” its promoting income this 12 months as the corporate continues ot construct out its advert tech platform. The streaming large shared the information as a part of its second-quarter earnings outcomes launched on Thursday, which revealed that Netflix raked in $11.08 billion in income over the previous few months, marking a 16 p.c year-over-year enhance.
Along with its earnings report, Netflix additionally launched viewership knowledge for the primary half of 2025. Netflix says customers watched 95 billion hours on Netflix throughout this time, with Adolescence topping the chart because the most-watched collection with 145 million views, adopted by Squid Recreation seasons 2 and three. Ms. Rachel, the favored present for toddlers that originated on YouTube, has additionally made the listing, coming in at quantity seven.
In the meantime, Again in Motion was the service’s most-watched film within the first half of the 12 months, racking up 165 million views, with Straw and The Life Record taking the following spots. The animated hit movie Ok-Pop Demon Hunters additionally hit 37 million views within the weeks since its June launch. The streaming service says practically half of all of the viewing for Netflix originals on the listing got here from titles that debuted in 2023 or earlier than, like Ozark and Orange is the New Black.
In its letter to buyers, Netflix says its in-house advert tech platform “is foundational” to its promoting technique, and can permit the service to supply higher measurement, improved advert concentrating on, and new codecs. The corporate first began testing its advert tech platform final 12 months, and it has since rolled out to all markets the place Netflix’s ad-supported plan is accessible.
Netflix doesn’t say the way it plans to maintain its promoting income rising, however a method that rivals have chosen is to indicate folks extra adverts. After forcing ad-supported streaming onto its present members final 12 months, Amazon Prime Video has since doubled the variety of adverts it reveals throughout streams, in response to a report from Adweek. An HBO Max assist web page noticed by PCWorld additionally revealed that it elevated adverts on the service’s Primary tier.
In Could, Netflix revealed that its ad-supported tier reaches greater than 94 million customers. It additionally teased new advert codecs, together with ones that seem if you pause what you’re watching. Throughout an earnings name on Thursday, Netflix co-CEO Greg Peters confirmed that the corporate will roll out interactive adverts within the “second half” of 2025.
Netflix raised its costs in January, with its ad-supported plan going from $6.99 to $7.99 per 30 days, and its most cost-effective commercial-free plan growing from $15.49 to $17.99 per 30 days. The service additionally began rolling out its large homepage redesign on TV in Could, which it says has reached round 50 p.c of consumers. “Over time, we count on this redesigned expertise — together with our new responsive suggestions that replace rows of titles in actual time — will assist our members extra simply discover reveals, motion pictures, dwell occasions and video games they wish to watch and play,” Netflix writes in its letter to buyers.
As of its April earnings report, Netflix has stopped reporting what number of subscribers it provides every quarter. The streamer is as a substitute highlighting different income drivers for the enterprise, like promoting.
