Netflix has long been seen as the winner in the streaming wars, with more than 325 million subscribers globally and hits like “Stranger Things” and “KPop Demon Hunters.”
For months, Netflix had been telling investors how it planned to scale its business to new heights by acquiring Warner Bros. Discovery, a potentially transformative media deal.
But after the streaming giant passed on buying the media company in February, Netflix has faced persistent questions from investors about its plans for staying on top.
Reflecting the investor unease, Netflix’s stock price, which closed Tuesday at $73.68 a share, has declined 21% this year and is down 42% from a year ago.
“Obviously, they have a very successful business,” said Ross Benes, a senior analyst at research firm eMarketer, adding that most of Netflix’s revenue comes from its subscriptions. “Your investors always want to just see more and more and more, and they mostly provide that one thing.”
Part of the reason investors are anxious is that Netflix’s share of TV viewing time in the U.S. has steadily declined in recent months as rival YouTube has gained market share, according to Nielsen data.
Netflix represented 7.8% of all TV viewing in the U.S. in April — the lowest percentage since May 2025. It was 7.5% a year ago, Nielsen said.
By comparison, YouTube has seen its share of the streaming audience go up. YouTube’s TV viewing share in April rose to 13.4%, up from 12.4% a year earlier, Nielsen said.
Some investors fear that if viewership is down, subscribers could cancel the service, which would negatively affect the platform’s growing advertising business. It could also undercut Netflix’s ability to raise prices in countries like the U.S.
Despite the investor jitters, equity analysts estimate Netflix will have a strong second quarter, with revenue increasing 14% to $12.58 billion and net income rising 8% to nearly $3.38 billion, according to FactSet. One reason is continued growth in its advertising business and the popularity of new programming such as crime series “I Will Find You.”
Netflix will release its second quarter earnings results on Thursday. The company declined to comment for this story.
Netflix has noted that it has a low churn rate compared to competitors. The company said it has a long runway for growth, penetrating only about 5% of global TV viewing, according to a letter to shareholders in April. A number of its shows and movies appear on Nielsen’s most-watched streaming lists.
Among the company’s key priorities are broadening its entertainment offerings in areas such as live programming, games and video podcasts as well as growing its advertising business.
“A measure of our performance is engagement, which is not just the quantity of hours watched, but also the quality of that experience for our audiences,” Netflix said in its April letter, adding that its primary internal quality metric reached an all-time high in the first quarter.
“We believe we have meaningful advantages as we strive to become a must‑have service for consumers: a strong global brand, a wide range of high‑quality programming, a best‑in‑class product experience, and a frequent role at the center of culture,” Netflix said in its April letter.
Several equity analysts believe the Los Gatos-based company is still growing and remain bullish on the stock.
The last time Netflix came under major scrutiny from investors was in 2022, when it reported subscriber declines in the first quarter of that year. That pushed Netflix into pursuing other initiatives including selling cheaper subscriptions with ads, cracking down on password sharing and offering games on its service.
Last year, Netflix said it generated more than $1.5 billion in advertising and expects to roughly double that to $3 billion this year.
“We believe this is a long-term growth company,” said Jessica Reif Ehrlich, senior media and entertainment analyst at BofA Securities, who has a buy rating on the stock.
As part of its diversification, Netflix has expanded its portfolio of live programming over the years, including adding NFL games and streaming Major League Baseball’s opening day game.
But some analysts say Netflix needs to have a larger share of live sports content to draw sports fans into subscribing.
“They’re getting a lot of casual sports fans, but avid sports fans don’t need Netflix at all really, not yet,” Benes said.
Additionally, Netflix is adding new content to its platform by partnering with YouTube creators, adding video podcasts such as “The Breakfast Club” and partnering with media companies like BuzzFeed Studio to bring videos as short as three minutes to its service, which could help with viewer engagement.
“They help existing subscribers use the service more,” Benes said. “Let’s say I get in the habit of watching all these video podcasts on Netflix. It might not be the reason why I pay for it, but I might say, ‘Oh, I don’t know if I want to cancel it.’”
Some analysts think Netflix should consider other acquisitions to fuel future growth after walking away from Warner Bros. Discovery, which was scooped up by Paramount.
Comcast earlier this year announced that it plans to spin off NBCUniversal, which has properties including “Minions” and “Jurassic Park.” Some analysts speculated that Netflix could be interested in buying it.
“From our point of view, it makes a ton of sense,” Reif Ehrlich said. “Universal also has a great film and TV library. Maybe not as deep as Warner Bros., but very strong.”
Netflix executives also are considering launching live channels, including ones that are based on genres, and bundling with other streaming services, according to a person familiar with the matter who was not authorized to speak publicly. The Wall Street Journal was the first to report on the internal discussions.
Netflix launched TF1 live channels this year on its service in France in a partnership with media company TF1 Group. TF1 said its audience targets that were set for the 18-month horizon were achieved in less than three weeks.
When it comes to Netflix’s next move, anything is possible.
“Years ago, they said they wouldn’t get into advertising. They wouldn’t get into sports. They wouldn’t have theatrical releases,” Reif Ehrlich said, naming efforts that Netflix initially was adverse to doing before changing course . “So the business will continue to evolve and change.”
Netflix has long been seen as the winner in the streaming wars, with more than 325 million subscribers globally and hits like “Stranger Things” and “KPop Demon Hunters.”
For months, Netflix had been telling investors how it planned to scale its business to new heights by acquiring Warner Bros. Discovery, a potentially transformative media deal.
But after the streaming giant passed on buying the media company in February, Netflix has faced persistent questions from investors about its plans for staying on top.
Reflecting the investor unease, Netflix’s stock price, which closed Tuesday at $73.68 a share, has declined 21% this year and is down 42% from a year ago.
“Obviously, they have a very successful business,” said Ross Benes, a senior analyst at research firm eMarketer, adding that most of Netflix’s revenue comes from its subscriptions. “Your investors always want to just see more and more and more, and they mostly provide that one thing.”
Part of the reason investors are anxious is that Netflix’s share of TV viewing time in the U.S. has steadily declined in recent months as rival YouTube has gained market share, according to Nielsen data.
Netflix represented 7.8% of all TV viewing in the U.S. in April — the lowest percentage since May 2025. It was 7.5% a year ago, Nielsen said.
By comparison, YouTube has seen its share of the streaming audience go up. YouTube’s TV viewing share in April rose to 13.4%, up from 12.4% a year earlier, Nielsen said.
Some investors fear that if viewership is down, subscribers could cancel the service, which would negatively affect the platform’s growing advertising business. It could also undercut Netflix’s ability to raise prices in countries like the U.S.
Despite the investor jitters, equity analysts estimate Netflix will have a strong second quarter, with revenue increasing 14% to $12.58 billion and net income rising 8% to nearly $3.38 billion, according to FactSet. One reason is continued growth in its advertising business and the popularity of new programming such as crime series “I Will Find You.”
Netflix will release its second quarter earnings results on Thursday. The company declined to comment for this story.
Netflix has noted that it has a low churn rate compared to competitors. The company said it has a long runway for growth, penetrating only about 5% of global TV viewing, according to a letter to shareholders in April. A number of its shows and movies appear on Nielsen’s most-watched streaming lists.
Among the company’s key priorities are broadening its entertainment offerings in areas such as live programming, games and video podcasts as well as growing its advertising business.
“A measure of our performance is engagement, which is not just the quantity of hours watched, but also the quality of that experience for our audiences,” Netflix said in its April letter, adding that its primary internal quality metric reached an all-time high in the first quarter.
“We believe we have meaningful advantages as we strive to become a must‑have service for consumers: a strong global brand, a wide range of high‑quality programming, a best‑in‑class product experience, and a frequent role at the center of culture,” Netflix said in its April letter.
Several equity analysts believe the Los Gatos-based company is still growing and remain bullish on the stock.
The last time Netflix came under major scrutiny from investors was in 2022, when it reported subscriber declines in the first quarter of that year. That pushed Netflix into pursuing other initiatives including selling cheaper subscriptions with ads, cracking down on password sharing and offering games on its service.
Last year, Netflix said it generated more than $1.5 billion in advertising and expects to roughly double that to $3 billion this year.
“We believe this is a long-term growth company,” said Jessica Reif Ehrlich, senior media and entertainment analyst at BofA Securities, who has a buy rating on the stock.
As part of its diversification, Netflix has expanded its portfolio of live programming over the years, including adding NFL games and streaming Major League Baseball’s opening day game.
But some analysts say Netflix needs to have a larger share of live sports content to draw sports fans into subscribing.
“They’re getting a lot of casual sports fans, but avid sports fans don’t need Netflix at all really, not yet,” Benes said.
Additionally, Netflix is adding new content to its platform by partnering with YouTube creators, adding video podcasts such as “The Breakfast Club” and partnering with media companies like BuzzFeed Studio to bring videos as short as three minutes to its service, which could help with viewer engagement.
“They help existing subscribers use the service more,” Benes said. “Let’s say I get in the habit of watching all these video podcasts on Netflix. It might not be the reason why I pay for it, but I might say, ‘Oh, I don’t know if I want to cancel it.’”
Some analysts think Netflix should consider other acquisitions to fuel future growth after walking away from Warner Bros. Discovery, which was scooped up by Paramount.
Comcast earlier this year announced that it plans to spin off NBCUniversal, which has properties including “Minions” and “Jurassic Park.” Some analysts speculated that Netflix could be interested in buying it.
“From our point of view, it makes a ton of sense,” Reif Ehrlich said. “Universal also has a great film and TV library. Maybe not as deep as Warner Bros., but very strong.”
Netflix executives also are considering launching live channels, including ones that are based on genres, and bundling with other streaming services, according to a person familiar with the matter who was not authorized to speak publicly. The Wall Street Journal was the first to report on the internal discussions.
Netflix launched TF1 live channels this year on its service in France in a partnership with media company TF1 Group. TF1 said its audience targets that were set for the 18-month horizon were achieved in less than three weeks.
When it comes to Netflix’s next move, anything is possible.
“Years ago, they said they wouldn’t get into advertising. They wouldn’t get into sports. They wouldn’t have theatrical releases,” Reif Ehrlich said, naming efforts that Netflix initially was adverse to doing before changing course . “So the business will continue to evolve and change.”
Netflix has long been seen as the winner in the streaming wars, with more than 325 million subscribers globally and hits like “Stranger Things” and “KPop Demon Hunters.”
For months, Netflix had been telling investors how it planned to scale its business to new heights by acquiring Warner Bros. Discovery, a potentially transformative media deal.
But after the streaming giant passed on buying the media company in February, Netflix has faced persistent questions from investors about its plans for staying on top.
Reflecting the investor unease, Netflix’s stock price, which closed Tuesday at $73.68 a share, has declined 21% this year and is down 42% from a year ago.
“Obviously, they have a very successful business,” said Ross Benes, a senior analyst at research firm eMarketer, adding that most of Netflix’s revenue comes from its subscriptions. “Your investors always want to just see more and more and more, and they mostly provide that one thing.”
Part of the reason investors are anxious is that Netflix’s share of TV viewing time in the U.S. has steadily declined in recent months as rival YouTube has gained market share, according to Nielsen data.
Netflix represented 7.8% of all TV viewing in the U.S. in April — the lowest percentage since May 2025. It was 7.5% a year ago, Nielsen said.
By comparison, YouTube has seen its share of the streaming audience go up. YouTube’s TV viewing share in April rose to 13.4%, up from 12.4% a year earlier, Nielsen said.
Some investors fear that if viewership is down, subscribers could cancel the service, which would negatively affect the platform’s growing advertising business. It could also undercut Netflix’s ability to raise prices in countries like the U.S.
Despite the investor jitters, equity analysts estimate Netflix will have a strong second quarter, with revenue increasing 14% to $12.58 billion and net income rising 8% to nearly $3.38 billion, according to FactSet. One reason is continued growth in its advertising business and the popularity of new programming such as crime series “I Will Find You.”
Netflix will release its second quarter earnings results on Thursday. The company declined to comment for this story.
Netflix has noted that it has a low churn rate compared to competitors. The company said it has a long runway for growth, penetrating only about 5% of global TV viewing, according to a letter to shareholders in April. A number of its shows and movies appear on Nielsen’s most-watched streaming lists.
Among the company’s key priorities are broadening its entertainment offerings in areas such as live programming, games and video podcasts as well as growing its advertising business.
“A measure of our performance is engagement, which is not just the quantity of hours watched, but also the quality of that experience for our audiences,” Netflix said in its April letter, adding that its primary internal quality metric reached an all-time high in the first quarter.
“We believe we have meaningful advantages as we strive to become a must‑have service for consumers: a strong global brand, a wide range of high‑quality programming, a best‑in‑class product experience, and a frequent role at the center of culture,” Netflix said in its April letter.
Several equity analysts believe the Los Gatos-based company is still growing and remain bullish on the stock.
The last time Netflix came under major scrutiny from investors was in 2022, when it reported subscriber declines in the first quarter of that year. That pushed Netflix into pursuing other initiatives including selling cheaper subscriptions with ads, cracking down on password sharing and offering games on its service.
Last year, Netflix said it generated more than $1.5 billion in advertising and expects to roughly double that to $3 billion this year.
“We believe this is a long-term growth company,” said Jessica Reif Ehrlich, senior media and entertainment analyst at BofA Securities, who has a buy rating on the stock.
As part of its diversification, Netflix has expanded its portfolio of live programming over the years, including adding NFL games and streaming Major League Baseball’s opening day game.
But some analysts say Netflix needs to have a larger share of live sports content to draw sports fans into subscribing.
“They’re getting a lot of casual sports fans, but avid sports fans don’t need Netflix at all really, not yet,” Benes said.
Additionally, Netflix is adding new content to its platform by partnering with YouTube creators, adding video podcasts such as “The Breakfast Club” and partnering with media companies like BuzzFeed Studio to bring videos as short as three minutes to its service, which could help with viewer engagement.
“They help existing subscribers use the service more,” Benes said. “Let’s say I get in the habit of watching all these video podcasts on Netflix. It might not be the reason why I pay for it, but I might say, ‘Oh, I don’t know if I want to cancel it.’”
Some analysts think Netflix should consider other acquisitions to fuel future growth after walking away from Warner Bros. Discovery, which was scooped up by Paramount.
Comcast earlier this year announced that it plans to spin off NBCUniversal, which has properties including “Minions” and “Jurassic Park.” Some analysts speculated that Netflix could be interested in buying it.
“From our point of view, it makes a ton of sense,” Reif Ehrlich said. “Universal also has a great film and TV library. Maybe not as deep as Warner Bros., but very strong.”
Netflix executives also are considering launching live channels, including ones that are based on genres, and bundling with other streaming services, according to a person familiar with the matter who was not authorized to speak publicly. The Wall Street Journal was the first to report on the internal discussions.
Netflix launched TF1 live channels this year on its service in France in a partnership with media company TF1 Group. TF1 said its audience targets that were set for the 18-month horizon were achieved in less than three weeks.
When it comes to Netflix’s next move, anything is possible.
“Years ago, they said they wouldn’t get into advertising. They wouldn’t get into sports. They wouldn’t have theatrical releases,” Reif Ehrlich said, naming efforts that Netflix initially was adverse to doing before changing course . “So the business will continue to evolve and change.”
Netflix has long been seen as the winner in the streaming wars, with more than 325 million subscribers globally and hits like “Stranger Things” and “KPop Demon Hunters.”
For months, Netflix had been telling investors how it planned to scale its business to new heights by acquiring Warner Bros. Discovery, a potentially transformative media deal.
But after the streaming giant passed on buying the media company in February, Netflix has faced persistent questions from investors about its plans for staying on top.
Reflecting the investor unease, Netflix’s stock price, which closed Tuesday at $73.68 a share, has declined 21% this year and is down 42% from a year ago.
“Obviously, they have a very successful business,” said Ross Benes, a senior analyst at research firm eMarketer, adding that most of Netflix’s revenue comes from its subscriptions. “Your investors always want to just see more and more and more, and they mostly provide that one thing.”
Part of the reason investors are anxious is that Netflix’s share of TV viewing time in the U.S. has steadily declined in recent months as rival YouTube has gained market share, according to Nielsen data.
Netflix represented 7.8% of all TV viewing in the U.S. in April — the lowest percentage since May 2025. It was 7.5% a year ago, Nielsen said.
By comparison, YouTube has seen its share of the streaming audience go up. YouTube’s TV viewing share in April rose to 13.4%, up from 12.4% a year earlier, Nielsen said.
Some investors fear that if viewership is down, subscribers could cancel the service, which would negatively affect the platform’s growing advertising business. It could also undercut Netflix’s ability to raise prices in countries like the U.S.
Despite the investor jitters, equity analysts estimate Netflix will have a strong second quarter, with revenue increasing 14% to $12.58 billion and net income rising 8% to nearly $3.38 billion, according to FactSet. One reason is continued growth in its advertising business and the popularity of new programming such as crime series “I Will Find You.”
Netflix will release its second quarter earnings results on Thursday. The company declined to comment for this story.
Netflix has noted that it has a low churn rate compared to competitors. The company said it has a long runway for growth, penetrating only about 5% of global TV viewing, according to a letter to shareholders in April. A number of its shows and movies appear on Nielsen’s most-watched streaming lists.
Among the company’s key priorities are broadening its entertainment offerings in areas such as live programming, games and video podcasts as well as growing its advertising business.
“A measure of our performance is engagement, which is not just the quantity of hours watched, but also the quality of that experience for our audiences,” Netflix said in its April letter, adding that its primary internal quality metric reached an all-time high in the first quarter.
“We believe we have meaningful advantages as we strive to become a must‑have service for consumers: a strong global brand, a wide range of high‑quality programming, a best‑in‑class product experience, and a frequent role at the center of culture,” Netflix said in its April letter.
Several equity analysts believe the Los Gatos-based company is still growing and remain bullish on the stock.
The last time Netflix came under major scrutiny from investors was in 2022, when it reported subscriber declines in the first quarter of that year. That pushed Netflix into pursuing other initiatives including selling cheaper subscriptions with ads, cracking down on password sharing and offering games on its service.
Last year, Netflix said it generated more than $1.5 billion in advertising and expects to roughly double that to $3 billion this year.
“We believe this is a long-term growth company,” said Jessica Reif Ehrlich, senior media and entertainment analyst at BofA Securities, who has a buy rating on the stock.
As part of its diversification, Netflix has expanded its portfolio of live programming over the years, including adding NFL games and streaming Major League Baseball’s opening day game.
But some analysts say Netflix needs to have a larger share of live sports content to draw sports fans into subscribing.
“They’re getting a lot of casual sports fans, but avid sports fans don’t need Netflix at all really, not yet,” Benes said.
Additionally, Netflix is adding new content to its platform by partnering with YouTube creators, adding video podcasts such as “The Breakfast Club” and partnering with media companies like BuzzFeed Studio to bring videos as short as three minutes to its service, which could help with viewer engagement.
“They help existing subscribers use the service more,” Benes said. “Let’s say I get in the habit of watching all these video podcasts on Netflix. It might not be the reason why I pay for it, but I might say, ‘Oh, I don’t know if I want to cancel it.’”
Some analysts think Netflix should consider other acquisitions to fuel future growth after walking away from Warner Bros. Discovery, which was scooped up by Paramount.
Comcast earlier this year announced that it plans to spin off NBCUniversal, which has properties including “Minions” and “Jurassic Park.” Some analysts speculated that Netflix could be interested in buying it.
“From our point of view, it makes a ton of sense,” Reif Ehrlich said. “Universal also has a great film and TV library. Maybe not as deep as Warner Bros., but very strong.”
Netflix executives also are considering launching live channels, including ones that are based on genres, and bundling with other streaming services, according to a person familiar with the matter who was not authorized to speak publicly. The Wall Street Journal was the first to report on the internal discussions.
Netflix launched TF1 live channels this year on its service in France in a partnership with media company TF1 Group. TF1 said its audience targets that were set for the 18-month horizon were achieved in less than three weeks.
When it comes to Netflix’s next move, anything is possible.
“Years ago, they said they wouldn’t get into advertising. They wouldn’t get into sports. They wouldn’t have theatrical releases,” Reif Ehrlich said, naming efforts that Netflix initially was adverse to doing before changing course . “So the business will continue to evolve and change.”
Netflix has long been seen as the winner in the streaming wars, with more than 325 million subscribers globally and hits like “Stranger Things” and “KPop Demon Hunters.”
For months, Netflix had been telling investors how it planned to scale its business to new heights by acquiring Warner Bros. Discovery, a potentially transformative media deal.
But after the streaming giant passed on buying the media company in February, Netflix has faced persistent questions from investors about its plans for staying on top.
Reflecting the investor unease, Netflix’s stock price, which closed Tuesday at $73.68 a share, has declined 21% this year and is down 42% from a year ago.
“Obviously, they have a very successful business,” said Ross Benes, a senior analyst at research firm eMarketer, adding that most of Netflix’s revenue comes from its subscriptions. “Your investors always want to just see more and more and more, and they mostly provide that one thing.”
Part of the reason investors are anxious is that Netflix’s share of TV viewing time in the U.S. has steadily declined in recent months as rival YouTube has gained market share, according to Nielsen data.
Netflix represented 7.8% of all TV viewing in the U.S. in April — the lowest percentage since May 2025. It was 7.5% a year ago, Nielsen said.
By comparison, YouTube has seen its share of the streaming audience go up. YouTube’s TV viewing share in April rose to 13.4%, up from 12.4% a year earlier, Nielsen said.
Some investors fear that if viewership is down, subscribers could cancel the service, which would negatively affect the platform’s growing advertising business. It could also undercut Netflix’s ability to raise prices in countries like the U.S.
Despite the investor jitters, equity analysts estimate Netflix will have a strong second quarter, with revenue increasing 14% to $12.58 billion and net income rising 8% to nearly $3.38 billion, according to FactSet. One reason is continued growth in its advertising business and the popularity of new programming such as crime series “I Will Find You.”
Netflix will release its second quarter earnings results on Thursday. The company declined to comment for this story.
Netflix has noted that it has a low churn rate compared to competitors. The company said it has a long runway for growth, penetrating only about 5% of global TV viewing, according to a letter to shareholders in April. A number of its shows and movies appear on Nielsen’s most-watched streaming lists.
Among the company’s key priorities are broadening its entertainment offerings in areas such as live programming, games and video podcasts as well as growing its advertising business.
“A measure of our performance is engagement, which is not just the quantity of hours watched, but also the quality of that experience for our audiences,” Netflix said in its April letter, adding that its primary internal quality metric reached an all-time high in the first quarter.
“We believe we have meaningful advantages as we strive to become a must‑have service for consumers: a strong global brand, a wide range of high‑quality programming, a best‑in‑class product experience, and a frequent role at the center of culture,” Netflix said in its April letter.
Several equity analysts believe the Los Gatos-based company is still growing and remain bullish on the stock.
The last time Netflix came under major scrutiny from investors was in 2022, when it reported subscriber declines in the first quarter of that year. That pushed Netflix into pursuing other initiatives including selling cheaper subscriptions with ads, cracking down on password sharing and offering games on its service.
Last year, Netflix said it generated more than $1.5 billion in advertising and expects to roughly double that to $3 billion this year.
“We believe this is a long-term growth company,” said Jessica Reif Ehrlich, senior media and entertainment analyst at BofA Securities, who has a buy rating on the stock.
As part of its diversification, Netflix has expanded its portfolio of live programming over the years, including adding NFL games and streaming Major League Baseball’s opening day game.
But some analysts say Netflix needs to have a larger share of live sports content to draw sports fans into subscribing.
“They’re getting a lot of casual sports fans, but avid sports fans don’t need Netflix at all really, not yet,” Benes said.
Additionally, Netflix is adding new content to its platform by partnering with YouTube creators, adding video podcasts such as “The Breakfast Club” and partnering with media companies like BuzzFeed Studio to bring videos as short as three minutes to its service, which could help with viewer engagement.
“They help existing subscribers use the service more,” Benes said. “Let’s say I get in the habit of watching all these video podcasts on Netflix. It might not be the reason why I pay for it, but I might say, ‘Oh, I don’t know if I want to cancel it.’”
Some analysts think Netflix should consider other acquisitions to fuel future growth after walking away from Warner Bros. Discovery, which was scooped up by Paramount.
Comcast earlier this year announced that it plans to spin off NBCUniversal, which has properties including “Minions” and “Jurassic Park.” Some analysts speculated that Netflix could be interested in buying it.
“From our point of view, it makes a ton of sense,” Reif Ehrlich said. “Universal also has a great film and TV library. Maybe not as deep as Warner Bros., but very strong.”
Netflix executives also are considering launching live channels, including ones that are based on genres, and bundling with other streaming services, according to a person familiar with the matter who was not authorized to speak publicly. The Wall Street Journal was the first to report on the internal discussions.
Netflix launched TF1 live channels this year on its service in France in a partnership with media company TF1 Group. TF1 said its audience targets that were set for the 18-month horizon were achieved in less than three weeks.
When it comes to Netflix’s next move, anything is possible.
“Years ago, they said they wouldn’t get into advertising. They wouldn’t get into sports. They wouldn’t have theatrical releases,” Reif Ehrlich said, naming efforts that Netflix initially was adverse to doing before changing course . “So the business will continue to evolve and change.”
Netflix has long been seen as the winner in the streaming wars, with more than 325 million subscribers globally and hits like “Stranger Things” and “KPop Demon Hunters.”
For months, Netflix had been telling investors how it planned to scale its business to new heights by acquiring Warner Bros. Discovery, a potentially transformative media deal.
But after the streaming giant passed on buying the media company in February, Netflix has faced persistent questions from investors about its plans for staying on top.
Reflecting the investor unease, Netflix’s stock price, which closed Tuesday at $73.68 a share, has declined 21% this year and is down 42% from a year ago.
“Obviously, they have a very successful business,” said Ross Benes, a senior analyst at research firm eMarketer, adding that most of Netflix’s revenue comes from its subscriptions. “Your investors always want to just see more and more and more, and they mostly provide that one thing.”
Part of the reason investors are anxious is that Netflix’s share of TV viewing time in the U.S. has steadily declined in recent months as rival YouTube has gained market share, according to Nielsen data.
Netflix represented 7.8% of all TV viewing in the U.S. in April — the lowest percentage since May 2025. It was 7.5% a year ago, Nielsen said.
By comparison, YouTube has seen its share of the streaming audience go up. YouTube’s TV viewing share in April rose to 13.4%, up from 12.4% a year earlier, Nielsen said.
Some investors fear that if viewership is down, subscribers could cancel the service, which would negatively affect the platform’s growing advertising business. It could also undercut Netflix’s ability to raise prices in countries like the U.S.
Despite the investor jitters, equity analysts estimate Netflix will have a strong second quarter, with revenue increasing 14% to $12.58 billion and net income rising 8% to nearly $3.38 billion, according to FactSet. One reason is continued growth in its advertising business and the popularity of new programming such as crime series “I Will Find You.”
Netflix will release its second quarter earnings results on Thursday. The company declined to comment for this story.
Netflix has noted that it has a low churn rate compared to competitors. The company said it has a long runway for growth, penetrating only about 5% of global TV viewing, according to a letter to shareholders in April. A number of its shows and movies appear on Nielsen’s most-watched streaming lists.
Among the company’s key priorities are broadening its entertainment offerings in areas such as live programming, games and video podcasts as well as growing its advertising business.
“A measure of our performance is engagement, which is not just the quantity of hours watched, but also the quality of that experience for our audiences,” Netflix said in its April letter, adding that its primary internal quality metric reached an all-time high in the first quarter.
“We believe we have meaningful advantages as we strive to become a must‑have service for consumers: a strong global brand, a wide range of high‑quality programming, a best‑in‑class product experience, and a frequent role at the center of culture,” Netflix said in its April letter.
Several equity analysts believe the Los Gatos-based company is still growing and remain bullish on the stock.
The last time Netflix came under major scrutiny from investors was in 2022, when it reported subscriber declines in the first quarter of that year. That pushed Netflix into pursuing other initiatives including selling cheaper subscriptions with ads, cracking down on password sharing and offering games on its service.
Last year, Netflix said it generated more than $1.5 billion in advertising and expects to roughly double that to $3 billion this year.
“We believe this is a long-term growth company,” said Jessica Reif Ehrlich, senior media and entertainment analyst at BofA Securities, who has a buy rating on the stock.
As part of its diversification, Netflix has expanded its portfolio of live programming over the years, including adding NFL games and streaming Major League Baseball’s opening day game.
But some analysts say Netflix needs to have a larger share of live sports content to draw sports fans into subscribing.
“They’re getting a lot of casual sports fans, but avid sports fans don’t need Netflix at all really, not yet,” Benes said.
Additionally, Netflix is adding new content to its platform by partnering with YouTube creators, adding video podcasts such as “The Breakfast Club” and partnering with media companies like BuzzFeed Studio to bring videos as short as three minutes to its service, which could help with viewer engagement.
“They help existing subscribers use the service more,” Benes said. “Let’s say I get in the habit of watching all these video podcasts on Netflix. It might not be the reason why I pay for it, but I might say, ‘Oh, I don’t know if I want to cancel it.’”
Some analysts think Netflix should consider other acquisitions to fuel future growth after walking away from Warner Bros. Discovery, which was scooped up by Paramount.
Comcast earlier this year announced that it plans to spin off NBCUniversal, which has properties including “Minions” and “Jurassic Park.” Some analysts speculated that Netflix could be interested in buying it.
“From our point of view, it makes a ton of sense,” Reif Ehrlich said. “Universal also has a great film and TV library. Maybe not as deep as Warner Bros., but very strong.”
Netflix executives also are considering launching live channels, including ones that are based on genres, and bundling with other streaming services, according to a person familiar with the matter who was not authorized to speak publicly. The Wall Street Journal was the first to report on the internal discussions.
Netflix launched TF1 live channels this year on its service in France in a partnership with media company TF1 Group. TF1 said its audience targets that were set for the 18-month horizon were achieved in less than three weeks.
When it comes to Netflix’s next move, anything is possible.
“Years ago, they said they wouldn’t get into advertising. They wouldn’t get into sports. They wouldn’t have theatrical releases,” Reif Ehrlich said, naming efforts that Netflix initially was adverse to doing before changing course . “So the business will continue to evolve and change.”
Netflix has long been seen as the winner in the streaming wars, with more than 325 million subscribers globally and hits like “Stranger Things” and “KPop Demon Hunters.”
For months, Netflix had been telling investors how it planned to scale its business to new heights by acquiring Warner Bros. Discovery, a potentially transformative media deal.
But after the streaming giant passed on buying the media company in February, Netflix has faced persistent questions from investors about its plans for staying on top.
Reflecting the investor unease, Netflix’s stock price, which closed Tuesday at $73.68 a share, has declined 21% this year and is down 42% from a year ago.
“Obviously, they have a very successful business,” said Ross Benes, a senior analyst at research firm eMarketer, adding that most of Netflix’s revenue comes from its subscriptions. “Your investors always want to just see more and more and more, and they mostly provide that one thing.”
Part of the reason investors are anxious is that Netflix’s share of TV viewing time in the U.S. has steadily declined in recent months as rival YouTube has gained market share, according to Nielsen data.
Netflix represented 7.8% of all TV viewing in the U.S. in April — the lowest percentage since May 2025. It was 7.5% a year ago, Nielsen said.
By comparison, YouTube has seen its share of the streaming audience go up. YouTube’s TV viewing share in April rose to 13.4%, up from 12.4% a year earlier, Nielsen said.
Some investors fear that if viewership is down, subscribers could cancel the service, which would negatively affect the platform’s growing advertising business. It could also undercut Netflix’s ability to raise prices in countries like the U.S.
Despite the investor jitters, equity analysts estimate Netflix will have a strong second quarter, with revenue increasing 14% to $12.58 billion and net income rising 8% to nearly $3.38 billion, according to FactSet. One reason is continued growth in its advertising business and the popularity of new programming such as crime series “I Will Find You.”
Netflix will release its second quarter earnings results on Thursday. The company declined to comment for this story.
Netflix has noted that it has a low churn rate compared to competitors. The company said it has a long runway for growth, penetrating only about 5% of global TV viewing, according to a letter to shareholders in April. A number of its shows and movies appear on Nielsen’s most-watched streaming lists.
Among the company’s key priorities are broadening its entertainment offerings in areas such as live programming, games and video podcasts as well as growing its advertising business.
“A measure of our performance is engagement, which is not just the quantity of hours watched, but also the quality of that experience for our audiences,” Netflix said in its April letter, adding that its primary internal quality metric reached an all-time high in the first quarter.
“We believe we have meaningful advantages as we strive to become a must‑have service for consumers: a strong global brand, a wide range of high‑quality programming, a best‑in‑class product experience, and a frequent role at the center of culture,” Netflix said in its April letter.
Several equity analysts believe the Los Gatos-based company is still growing and remain bullish on the stock.
The last time Netflix came under major scrutiny from investors was in 2022, when it reported subscriber declines in the first quarter of that year. That pushed Netflix into pursuing other initiatives including selling cheaper subscriptions with ads, cracking down on password sharing and offering games on its service.
Last year, Netflix said it generated more than $1.5 billion in advertising and expects to roughly double that to $3 billion this year.
“We believe this is a long-term growth company,” said Jessica Reif Ehrlich, senior media and entertainment analyst at BofA Securities, who has a buy rating on the stock.
As part of its diversification, Netflix has expanded its portfolio of live programming over the years, including adding NFL games and streaming Major League Baseball’s opening day game.
But some analysts say Netflix needs to have a larger share of live sports content to draw sports fans into subscribing.
“They’re getting a lot of casual sports fans, but avid sports fans don’t need Netflix at all really, not yet,” Benes said.
Additionally, Netflix is adding new content to its platform by partnering with YouTube creators, adding video podcasts such as “The Breakfast Club” and partnering with media companies like BuzzFeed Studio to bring videos as short as three minutes to its service, which could help with viewer engagement.
“They help existing subscribers use the service more,” Benes said. “Let’s say I get in the habit of watching all these video podcasts on Netflix. It might not be the reason why I pay for it, but I might say, ‘Oh, I don’t know if I want to cancel it.’”
Some analysts think Netflix should consider other acquisitions to fuel future growth after walking away from Warner Bros. Discovery, which was scooped up by Paramount.
Comcast earlier this year announced that it plans to spin off NBCUniversal, which has properties including “Minions” and “Jurassic Park.” Some analysts speculated that Netflix could be interested in buying it.
“From our point of view, it makes a ton of sense,” Reif Ehrlich said. “Universal also has a great film and TV library. Maybe not as deep as Warner Bros., but very strong.”
Netflix executives also are considering launching live channels, including ones that are based on genres, and bundling with other streaming services, according to a person familiar with the matter who was not authorized to speak publicly. The Wall Street Journal was the first to report on the internal discussions.
Netflix launched TF1 live channels this year on its service in France in a partnership with media company TF1 Group. TF1 said its audience targets that were set for the 18-month horizon were achieved in less than three weeks.
When it comes to Netflix’s next move, anything is possible.
“Years ago, they said they wouldn’t get into advertising. They wouldn’t get into sports. They wouldn’t have theatrical releases,” Reif Ehrlich said, naming efforts that Netflix initially was adverse to doing before changing course . “So the business will continue to evolve and change.”
Netflix has long been seen as the winner in the streaming wars, with more than 325 million subscribers globally and hits like “Stranger Things” and “KPop Demon Hunters.”
For months, Netflix had been telling investors how it planned to scale its business to new heights by acquiring Warner Bros. Discovery, a potentially transformative media deal.
But after the streaming giant passed on buying the media company in February, Netflix has faced persistent questions from investors about its plans for staying on top.
Reflecting the investor unease, Netflix’s stock price, which closed Tuesday at $73.68 a share, has declined 21% this year and is down 42% from a year ago.
“Obviously, they have a very successful business,” said Ross Benes, a senior analyst at research firm eMarketer, adding that most of Netflix’s revenue comes from its subscriptions. “Your investors always want to just see more and more and more, and they mostly provide that one thing.”
Part of the reason investors are anxious is that Netflix’s share of TV viewing time in the U.S. has steadily declined in recent months as rival YouTube has gained market share, according to Nielsen data.
Netflix represented 7.8% of all TV viewing in the U.S. in April — the lowest percentage since May 2025. It was 7.5% a year ago, Nielsen said.
By comparison, YouTube has seen its share of the streaming audience go up. YouTube’s TV viewing share in April rose to 13.4%, up from 12.4% a year earlier, Nielsen said.
Some investors fear that if viewership is down, subscribers could cancel the service, which would negatively affect the platform’s growing advertising business. It could also undercut Netflix’s ability to raise prices in countries like the U.S.
Despite the investor jitters, equity analysts estimate Netflix will have a strong second quarter, with revenue increasing 14% to $12.58 billion and net income rising 8% to nearly $3.38 billion, according to FactSet. One reason is continued growth in its advertising business and the popularity of new programming such as crime series “I Will Find You.”
Netflix will release its second quarter earnings results on Thursday. The company declined to comment for this story.
Netflix has noted that it has a low churn rate compared to competitors. The company said it has a long runway for growth, penetrating only about 5% of global TV viewing, according to a letter to shareholders in April. A number of its shows and movies appear on Nielsen’s most-watched streaming lists.
Among the company’s key priorities are broadening its entertainment offerings in areas such as live programming, games and video podcasts as well as growing its advertising business.
“A measure of our performance is engagement, which is not just the quantity of hours watched, but also the quality of that experience for our audiences,” Netflix said in its April letter, adding that its primary internal quality metric reached an all-time high in the first quarter.
“We believe we have meaningful advantages as we strive to become a must‑have service for consumers: a strong global brand, a wide range of high‑quality programming, a best‑in‑class product experience, and a frequent role at the center of culture,” Netflix said in its April letter.
Several equity analysts believe the Los Gatos-based company is still growing and remain bullish on the stock.
The last time Netflix came under major scrutiny from investors was in 2022, when it reported subscriber declines in the first quarter of that year. That pushed Netflix into pursuing other initiatives including selling cheaper subscriptions with ads, cracking down on password sharing and offering games on its service.
Last year, Netflix said it generated more than $1.5 billion in advertising and expects to roughly double that to $3 billion this year.
“We believe this is a long-term growth company,” said Jessica Reif Ehrlich, senior media and entertainment analyst at BofA Securities, who has a buy rating on the stock.
As part of its diversification, Netflix has expanded its portfolio of live programming over the years, including adding NFL games and streaming Major League Baseball’s opening day game.
But some analysts say Netflix needs to have a larger share of live sports content to draw sports fans into subscribing.
“They’re getting a lot of casual sports fans, but avid sports fans don’t need Netflix at all really, not yet,” Benes said.
Additionally, Netflix is adding new content to its platform by partnering with YouTube creators, adding video podcasts such as “The Breakfast Club” and partnering with media companies like BuzzFeed Studio to bring videos as short as three minutes to its service, which could help with viewer engagement.
“They help existing subscribers use the service more,” Benes said. “Let’s say I get in the habit of watching all these video podcasts on Netflix. It might not be the reason why I pay for it, but I might say, ‘Oh, I don’t know if I want to cancel it.’”
Some analysts think Netflix should consider other acquisitions to fuel future growth after walking away from Warner Bros. Discovery, which was scooped up by Paramount.
Comcast earlier this year announced that it plans to spin off NBCUniversal, which has properties including “Minions” and “Jurassic Park.” Some analysts speculated that Netflix could be interested in buying it.
“From our point of view, it makes a ton of sense,” Reif Ehrlich said. “Universal also has a great film and TV library. Maybe not as deep as Warner Bros., but very strong.”
Netflix executives also are considering launching live channels, including ones that are based on genres, and bundling with other streaming services, according to a person familiar with the matter who was not authorized to speak publicly. The Wall Street Journal was the first to report on the internal discussions.
Netflix launched TF1 live channels this year on its service in France in a partnership with media company TF1 Group. TF1 said its audience targets that were set for the 18-month horizon were achieved in less than three weeks.
When it comes to Netflix’s next move, anything is possible.
“Years ago, they said they wouldn’t get into advertising. They wouldn’t get into sports. They wouldn’t have theatrical releases,” Reif Ehrlich said, naming efforts that Netflix initially was adverse to doing before changing course . “So the business will continue to evolve and change.”
