Netflix Focuses on Monetization Amid Declining Viewing Time
In its third-quarter earnings report, Netflix emphasized improving monetization as a top priority despite reports showing declining viewing time per user. The company highlighted plans to boost entertainment value and leverage new technology while expanding into original titles, live events, and third-party programming amid intense competition for consumer attention. According to an analysis by Jefferies cited in the report, Netflix's monthly viewing time dropped from 66 hours in early 2023 to 49 hours this year. The company also noted a slight decline in its share of U.S. total viewing time, down one percentage point compared to July last year. Netflix recently laid off around 1,000 employees and replaced key executives as it adjusts strategy. It reported $12.9 billion in revenue over the past few months—a 12% increase from a year ago—and plans to expand its ad-supported tier into 15 new countries by 2027.
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Topics: Content Strategy Monetization Netflix Earnings Report Streaming