Netflix announced plans to double its advertising revenue, revealing in a letter to investors that its in-house ad tech platform will sharpen targeting and enhance measurement. After piloting the platform last year, the company has now expanded it to every market offering its ad-supported plan. While Netflix outlined these upgrades, it did not detail specific strategies to keep ad revenue climbing long term.

Strong quarterly results
Sharing its second-quarter earnings, Netflix reported $11.08 billion in revenue — reflecting a 16% increase compared to the same period last year. The streaming giant also began rolling out a redesigned TV homepage in May, which has already reached about half of its customer base.

User engagement on the rise
In addition, Netflix disclosed that viewers streamed 95 billion hours of content in the first half of 2025. Adolescence topped the charts with 145 million views, followed closely by Squid Game seasons 2 and 3. Netflix explained that its new, responsive recommendations — which refresh content rows in real time — should help users more easily discover shows, live events, and games.

Expanding ad-supported offerings
As of May, Netflix’s ad-supported tier now serves over 94 million users. Looking ahead, co-CEO Greg Peters confirmed the platform will introduce interactive ads later in 2025, alongside other formats like ads displayed when viewers pause content.

Price adjustments
Earlier this year, Netflix increased prices across its plans, raising the ad-supported option from $6.99 to $7.99 per month and its lowest commercial-free plan from $15.49 to $17.99 per month.

Through these moves, Netflix aims to strengthen its position in a competitive streaming market and keep growing both revenue and audience engagement.

Watch: Nigerian Public Relations Week 2025