Netflix is expected to rake in $3 billion in ad revenues this year, rising to $8 billion by 2030, with WARC predicting the streamer will have a 10% share of overall global CTV ad spend in 2027.
Celeste Huang, media insights analyst at WARC Media, and author of the report, said: “With ad revenue set to double to $3 billion by 2026, and with an eye on a growing slice of the streaming ad pie, Netflix is expanding beyond video into a global entertainment hub. It increasingly attracts ad dollars and share of market boosted by live sports, cultural events, Gen Z’s love for brand integrations, and is perceived to be trustworthy by both brands and viewers alike.”
Netflix brought in $1.5 billion in ad revenues this year, just 3% of its overall revenues. According to Omdia, it will generate $8 billion in ad revenues by 2030. Its share of CTV ad expenditure is projected to increase from 3.7% last year to 9.2% in 2027. Should it win its battle for Warner Bros., it has the potential to scale its content and bundle offerings to better monetize engagement. It is betting big on video podcasts, live events, and sports to drive engagement and ad dollars.
WARC highlights Netflix’s scale, with a global audience of almost 1 billion, consuming 200 billion hours every year.
“Netflix’s consumption trends reflect broader shifts and challenges in SVOD, including declining per-user viewing time and competition from free services like YouTube, a trend especially amongst younger consumers,” WARC says. “To combat this, it aims to distinguish itself through ‘premium storytelling’. Algorithmic personalization and a vast originals library has prompted the rise of identity-driven fandom, spanning interactive and audio experiences. Netflix now aspires to capture attention beyond film and series through expansion into video podcasts, music partnerships, sports live streaming, and gaming integrations.”
