Netflix has reported revenue of $10.54 billion for Q1 2025, slightly above analysts’ estimates. Profit stood at $2.9 billion for the quarter, despite global ecomonic turmoil, with content including WWE and crime series Adolescence proving particularly popular.

Take up of Netflix’s ad-supported tier continues to be strong since its launch in late 2022. The streaming giant reported said this version of its service now accounts for 55 per cent of its new sign-ups in countries where it is available. This marks the first quarter in which Netflix will no longer provide detailed paid membership numbers, shifting focus to revenue and earnings.

Shares in the company were up nearly 3 per cent in after-market trading.

In a letter to shareholders, Netflix said: “We are off to a good start in 2025. In Q1, revenue and operating income grew 13% and 27% year over year, respectively. Both were ahead of our guidance due to slightly higher subscription and ad revenue and the timing of expenses. We’re executing on our 2025 priorities: improving our series and film offering and growing our ads business; further developing newer initiatives like live programming and games; and sustaining healthy revenue and profit growth.”

Meanwhile, Netflix also reported that Reed Hastings had left his post as executive chairman to become the board’s non-executive chair.

Responding to the results, Ed Mullins, Senior Director, Inventory & Partnerships (EMEA) at StackAdapt, commented: “Netflix’s Q1 results show just how quickly the streaming game is shifting towards ad-supported models. With more subscribers opting into Netflix’s ad tier and the platform ramping up investment in live streaming – from sports to entertainment – the signal to advertisers is clear: premium, ad-funded viewing is becoming the norm, not the exception.”

“And it’s not just Netflix. Disney+ recently reported that 60 per cent of its global subscribers are now on the ad-supported tier, while platforms like Discovery+ and DAZN continue to scale across the globe – advertisers now have more inventory and audience options than ever. The real opportunity lies in adopting a multi-channel approach, where CTV works alongside other proven channels like DOOH, display and even in-game advertising to build reach, relevance, and results. Success will come down to precision: combining data-driven planning with creativity that feels native to each environment. The ad-funded model has proven its place with consumers – now it’s up to brands and agencies to unlock its full value,” added Mullins.

James Grant, SVP & Head of Advanced Television at Equativ, said: “Netflix’s Q1 results underline its continued influence as a streaming leader, but also an increasingly powerful force in the global advertising ecosystem. Revenue and operating income both exceeded expectations, with advertising playing a growing role. The successful launch of Netflix’s own ad tech platform in the US signals its ambition to become a major player in ad innovation and programmatic trading worldwide.The strong performance of Netflix’s ad-tier and its focus on high-value user engagement –  rather than just subscriber numbers – will open up new opportunities for brands looking to access premium, addressable streaming audiences at scale. As Netflix expands its advertising footprint and capabilities, including more advanced targeting and creative ad formats, it will drive competition and innovation across the wider ad tech market. In doing so, Netflix is not just building a new revenue stream, it’s reshaping the future of streaming TV and creating new opportunities for advertisers globally.”

Virginie Chesnais, CMO at Happydemics, offered: “Netflix’s ambition to double its ad business in 2025 signals strong confidence in the platform’s potential. What’s even more noteworthy is the company’s decision to stop disclosing member figures – an evolution that reflects a broader industry shift. Both advertisers and platforms increasingly recognise that measuring what matters most – such as engagement and audience response to ads – is key to staying ahead in a rapidly changing media landscape.”

“Advertisers are increasingly prioritising brand safety and impact, and premium environments like Netflix are uniquely positioned to deliver both. The platform’s world-class content, combined with its expanding global reach, makes it a compelling choice in any modern marketing mix. However, as CTV budgets come under greater scrutiny, the ability to measure not just viewability but true brand outcomes – such as trust, recall and purchase intent – will be critical to unlocking long-term brand growth on the channel. By aligning media and marketing teams around consistent, outcome-focused metrics, advertisers can feel more confident in their investments and channels like CTV can demonstrate meaningful value well beyond surface-level metrics. In this context, Netflix’s next chapter isn’t just about scale – it’s about measurement maturity. And that’s a win for everyone in the ecosystem,” she concluded

Other posts by :

1. Russian satellite tumbling out of control
2. FCC boss praises AST SpaceMobile
3. Rakuten makes historic satellite video call
4. Rocket Lab confirms D2C ambitions
5. Turkey establishes satellite production ecosystem
6. Italy joins Germany in IRIS2 alternate thoughts
7. Kazakhstan to create museum at Yuri Gagarin launch site
8. AST SpaceMobile gets $42 or $1500 price target
9. Analyst: GEO bloodbath taking place

Categories: Articles, Business, Premium, Results, VOD

Tags: Adolescence, netflix, wwe