Netflix is set to reshape its revenue strategy by significantly increasing its focus on advertising, marking a shift from its long-standing reliance on subscription income. The streaming giant is accelerating the expansion of its ad-supported business globally, aiming to diversify earnings beyond traditional subscription fees.
Brandspur Brand News reports that Netflix’s advertising revenue surpassed $1.5 billion in 2025, representing 3.3% of its total revenue. The company has set an ambitious target to double this figure to $3 billion in 2026 and reach $8 billion by 2030, reflecting a strategic pivot toward monetising premium content through advertising.
Data from WARC Media shows that Netflix is projected to capture nearly 10% of global connected TV (CTV) advertising spend by 2027, up from 3.7% in 2025. Analysts highlight this as one of the fastest growth trajectories among major streaming platforms, driven by the company’s ad-supported tier launched in late 2022.
Netflix is also exploring potential acquisitions, such as Warner Bros. Discovery, which could expand its content library and strengthen its advertising leverage across high-value audiences. Industry observers note that increased content scale would improve Netflix’s competitiveness in the premium video ad market.
Beyond traditional streaming, Netflix is diversifying its offerings with investments in video podcasts and cloud gaming for mobile and connected TV devices. These initiatives are designed to deepen engagement, extend intellectual property, and create additional advertising touchpoints over time.
The projected rise in global CTV share positions Netflix among the leading players in connected TV advertising worldwide. This growth reflects both the migration of advertisers toward premium streaming environments and Netflix’s increasing ability to compete with ad-supported broadcasters and digital video platforms.
With advertising revenue now transitioning from an experimental model to a core component of long-term growth, Netflix is clearly moving to redefine its business model while sustaining subscriber engagement across multiple content and digital platforms.
