Home technology, the “Netflix Ads Suite”, is now deployed everywhere. It allows advertisers to better target spectators, to use new formats, and to have more precise measures. Result: PUB agencies follow, especially in the United States, where the majority of campaigns have already been completed for the season. And users? They are there too. The “Pub + Reduced” subscriptions appeal to, the termination rate remains low, and growth is there.
No one likes advertising, except when they report as much
In the quarter, it shows: Netflix has garnered $ 11.1 billion in income (+16 % over one year), a net profit of 3.1 billion, and an operating margin of 34 %, the highest for a long time. Suffice to say that the ad – even if it is not popular – clearly makes the job.
In terms of content, the Netflix machine runs at full speed. Squid Game Season 3 already borders on 122 million views, while the animated film KPop Demon Hunters Also a hut on the music side: seven titles from the film are in the “Billboard Hot 100”, a record for a Netflix production.
The content from elsewhere are popular: they represent more than a third of the viewing time. In France, That (46 million views) and the animated series Asterix & Obélix: the fight of chefs (16 million) marked the spirits. Netflix also plans to invest more than a billion euros in the creation in Spain by 2028, and continues to produce en masse in the United States.
The platform also launched a new TV interface, tested by half of its subscribers. The goal of the game is to help the undecided to find faster what to look at. Between series, films, games and live events (including two big NFL games at Christmas), the menu is full.
In addition, Netflix returned to a first in France: from the summer of 2026, subscribers will be able to watch the TF1 channels without leaving the platform. Daily series, TV shows, sports competitions such as the League of Nations … Everything will be accessible directly via the Netflix subscription. A way for the platform to anchor itself more in French habits and to expand its offer.
The objective is to offer a more complete service, where we find both the major TV meetings and the on-demand series. For Netflix, it is a life -size test to measure what this kind of agreement can provide. And for TF1, it is a way to reach a younger or more plus digital audience. Win-win? We will see in 2026. But if success is there, other channels could be interested in this new broadcast channel.
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