21 Jan Netflix’s Advertising Strategy Shift is Starting to Pay Off [CNBC]
by Lillian Rizzo
January 21, 2026| Netflix jumped into the advertising business later than its media peers, but its strategy shift is starting to pay off.
This week Netflix reported its fourth-quarter earnings, which were mostly overshadowed by the company’s recent pursuit to acquire Warner Bros. Discovery’s streaming and studio assets. However, beyond the headlines, metrics like customer engagement, subscriber numbers and advertising revenue paint a promising picture.
The earnings report provided some long-awaited clarity on the progress of Netflix’s advertising strategy, and how it has been factoring into the overall business. On Tuesday Netflix said 2025 advertising revenue exceeded $1.5 billion — about 3% of total full-year revenue for the streaming giant — and is expected to double this year.
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