Netflix says it’s on track to double its advertising revenue in 2025, according to its latest Q2 earnings report released Thursday.
The streaming giant brought in $11.08 billion in revenue, marking a 16% year-over-year growth. This momentum is being fueled by its expanding ad business and increased viewer engagement.
As part of the update, Netflix revealed that users watched 95 billion hours on the platform in the first half of 2025. The most-watched series was Adolescence, racking up 145 million views, followed closely by Squid Game seasons 2 and 3. Toddler-favorite Ms. Rachel, originally from YouTube, also made the top 10 list, coming in at number seven.
The film Back in Action topped Netflix’s movie chart with 165 million views, followed by Straw and The Life List. Notably, K-Pop Demon Hunters, a new animated release, has hit 37 million views since its June debut. Netflix says nearly half of its top-viewed content came from titles released in 2023 or earlier, including hits like Ozark and Orange Is the New Black.
In its letter to investors, Netflix emphasized its in-house ad tech platform as a key pillar of its advertising strategy. The platform aims to provide better targeting, advanced metrics, and new ad formats, such as interactive ads set to launch in the second half of 2025. The company also confirmed that its ad-supported tier now reaches over 94 million users.
While Netflix hasn’t detailed how it plans to sustain ad growth, rivals like Amazon Prime Video and Max have increased ad volume on their lower tiers. Netflix itself raised prices earlier this year — its ad-supported plan now costs $7.99/month, while the cheapest ad-free plan jumped to $17.99/month.
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The company has also been revamping its user experience. A new homepage design for smart TVs rolled out in May, reaching 50% of users so far. Netflix says this, alongside real-time content recommendations, will help users discover shows, movies, and even games more easily.
