National linear TV will drop 10% to $4.65 billion, with national TV down 26% when including Olympic revenue, according to estimates from MoffettNathanson Research.
Google, Meta, Microsoft and OpenAI, among others, want to own AI search, agents, commerce and related markets - igniting all-out competition to attract ad experts, while throwing millions and even
billions behind projects to acquire engineering talent.
Weekly viewing of Netflix has steadily increased since 2021, and the platform's loyal base remains one of the most likely groups to recommend products they enjoy.
The growing price gap between ad-free and ad-supported plans is a catalyst for increased adoption of ad tiers.
Netflix average subscriber viewing declined 6% to 1.4 hours per day in the first six months of 2025 vs. 1.5 hours per day in second-half 2024.
Netflix was on top of the leaderboard for the sixth year in a row, followed by ABC, Amazon Prime Video, CBS and Fox.
Research shows U.S. viewers watch an average of 24 hours of TV every week, with 66% of U.S. consumers watching TV "all or most of the time."
New Street Research modeled Netflix's fill rate at around 45% for 2025 - expected to rise to 70% in 2026 and 90% in 2027. "At that point it slows to modest annual increases, eventually reaching 95%
in 2030."
The macro backdrop for advertising broadly and for brand advertising specifically has deteriorated in the past few weeks, the bank says.
In the U.S./Canada market - Netflix's biggest - it estimates 2025 ad revenue will be $2.3 billion from 24.4 million ad-tier subscribers.
Netflix came in at $15.3 billion in content/production spend - almost twice as high as the next-biggest Disney premium streaming services including Disney+, Hulu, and ESPN+ at $8.6 billion, a fiscal
year 2024 reading shows.
Netflix is still a bargain compared with movie theaters and cable television, according to KeyBanc Capital.
Netflix gained a rare spike of 1.43 million new subscribers for the high-profile boxing match - the largest single subscriber acquisition period, Antenna says, since it started covering the
subscription video streaming business in 2019.
Although Netflix continues to see strong global subscriber growth, total viewing hours have only inched up 1% year-over-year,
Most of my review editions analyze three TV series under the banner of "The Good, The Too Bad, And The Ugly." In this week's edition I'm giving you everything you'd ever want to know about "Evil," one
of the best series on television, which has been canceled by Paramount+ after four seasons and 50 episodes. There has been some hope that Netflix or some other outlet might pick it up (some of the
show's stars have been lobbying hard on social media, as has sci-fi/horror author, Stephen King), but I haven't heard anything, so it looks like this might be the end of the line. After the unexpected
cancellation announcement, four additional episodes were ordered (making 14 for the season), so the series could come to a fitting conclusion.
Nearly half of respondents say their "first stop" destination is one of the "big 5" streaming services - Netflix, Prime Video, Disney+, Hulu, Max - up vs. 35% in 2021 and 30% in 2018.
Streaming and media players have no choice but to continue to sell their premium library content to Netflix to offset their own poor returns in streaming.
The top three streamers in share of time spent viewing are YouTube, Netflix and Hulu, with YouTube TV at 8% share and Amazon Prime Video at 6%. The top premium streaming platform in household reach is
Netflix with a 64% share followed by YouTube at 57%, Hulu, 41%; Prime Video 34%; Max, 29%; Peacock, 23%; Disney+, 22%; and Paramount+, 21%.
As competitors ramp up their AVOD options for their streaming/digital platforms, growing CTV inventory is expected to "outpace demand near term," says Bernstein Research.
The revised New Street Research forecast projects Netflix will add 13 million net new ad-option subscribers in 2024 and 8 million in 2025.
MoffettNathanson Research says that when comparing Disney's D2C performance to Netflix, Disney is still far behind from a trend perspective.
In response to Netflix's research release last week, MoffettNathanson Research says "63% [two-thirds] of viewership was driven by titles neither in the top 100 nor in the bottom 10,000." Netflix said
99% of all viewing came from 18,000 titles, with nearly 100 billion hours viewed. MoffettNathanson adds that 10 titles drove 8% of all viewership in the first half of 2023, and 100 titles drove 33%.
Consumers express high loyalty to their default apps or sources.
Netflix is projected to retain a nearly 30M size advantage over the next-largest U.S.-based rival Amazon Prime Video.
Despite the push for streamers to cut TV/movie spending, major platforms keep funding billions on new TV and movie content, according to analysts from Bernstein Research.
Three years' difference in average sub duration can make a crucial difference in services' bottom lines.
Although streaming trends are growing versus pay TV, there is more overall evidence that streaming is a maturing market as its penetration of U.S. households inched down 82% in Q3 from 83% in Q2,
according to a new HarrisX/MoffettNathanson Research analysis.
Netflix commands top viewing consumption among its subscribers, according to Bernstein Research. Hulu is next highest. Netflix subscribers spend around 90 minutes a day on the platform.
Seven paid video and audio streaming services are among the most common items within U.S. household budgets, but five are also among the top 10 items most likely to be cut if finances get tight.
Adoption of cloud gaming is growing, and Netflix's no-fee approach and targeting of casual gamers is a wise approach, a researcher reports.