Netflix says it’s on monitor to “double” its promoting income this yr 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 results 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 also released viewership data 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 sequence with 145 million views, adopted by Squid Recreation seasons 2 and three. Ms. Rachel, the popular show for toddlers that originated on YouTube, has additionally made the record, coming in at quantity seven.
In the meantime, Again in Motion was the service’s most-watched film within the first half of the yr, racking up 165 million views, with Straw and The Life Record taking the subsequent 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 record got here from titles that debuted in 2023 or earlier than, like Ozark and Orange is the New Black.
In its letter to traders, 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 focusing on, and new codecs. The corporate first began testing its advert tech platform final yr, and it has since rolled out to all markets the place Netflix’s ad-supported plan is offered.
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 yr, Amazon Prime Video has since doubled the variety of adverts it exhibits throughout streams, based on a report from Adweek. An HBO Max assist web page spotted by PCWorld additionally revealed that it elevated adverts on the service’s Fundamental tier.
In Might, Netflix revealed that its ad-supported tier reaches more than 94 million users. It additionally teased new advert codecs, together with ones that seem once 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 prices in January, with its ad-supported plan going from $6.99 to $7.99 monthly, and its most cost-effective commercial-free plan growing from $15.49 to $17.99 monthly. The service additionally started rolling out its large homepage redesign on TV in Might, which it says has reached round 50 p.c of shoppers. “Over time, we anticipate this redesigned expertise — together with our new responsive suggestions that replace rows of titles in actual time — will assist our members extra simply discover exhibits, motion pictures, stay occasions and video games they wish to watch and play,” Netflix writes in its letter to traders.
As of its April earnings report, Netflix has stopped reporting what number of subscribers it provides every quarter. The streamer is as an alternative highlighting different income drivers for the enterprise, like promoting.