Here’s what media buyers say they need to accelerate ad spend on Netflix

Netflix’s advertising business definitively took flight in the first half of 2025. But despite client demand, buyers say a lack of measurement options and shallow links with key industry partners stand in the way of further investment.

The streamer’s second-quarter results, released July 17, showed a 16 percent increase in revenue. Including both subscriber and advertising income, its quarterly revenue was $11.1 billion. The company’s ad tech stack is operational in the 12 countries it offers advertising, and it’s doubled ad revenue since the second quarter of last year, according to chief financial officer Spencer Neumann. He didn’t offer a more detailed breakdown of the firm’s income, though.

A cynical ear might detect a note of disappointment in that lack of detail. If that sounds pessimistic, consider the fact Netflix’s share price fell in the after-hours trading following its earnings call. Both shareholders and the platform’s executives would like ad revenues to rise farther and faster.

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