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You keep that Netflix login. Rob Rubin (11:26):. Netflix will work that out. Lauren Ashcraft (11:28):. True. Rob Rubin (11:31):. All right, so it's my turn in the barrel. We're going to transition to investing. And I just want to say before we start that we haven't painted the best picture, in my opinion. Grace Broadbent (11:41):. I know. Rob Rubin (11:41):.

From Q4 2023 to Q3 2024, YouTube's revenues from advertising and subscriptions exceeded $50 billion for the first time; for context, Netflix might be growing faster, but its own annual revenues for that timeframe were a 鈥渕ere鈥� $37.6 billion.

Success during the NFL broadcasts could help Netflix recover from this setback, but another failure would likely severely limit its sports ambitions. The difference between streaming on-demand content and live sports has become painfully clear for Netflix.

Experiential concepts like Netflix鈥檚 brick-and-mortar Netflix House activations, which will feature food and activities based on popular series like 鈥淪tranger Things鈥� and 鈥淪quid Game,鈥� could help fill the void left by department stores.

Gen Zers鈥� Netflix use is catching up to TikTok use. This year, 67.9% of US Gen Zers will use Netflix, and 71.2% will use TikTok, according to our forecast. The streaming service is expected to bypass the video-centric social media giant by 2026. Nonetheless, Netflix use is influenced by social media: 45% of Gen Zers choose what to watch based on trending content, according to Tubi.

More creator content: Netflix already has a history of licensing made-for-YouTube content, mostly in children鈥檚 entertainment. As the studio content production slowdown continues into 2025, original content from popular creators can also provide a cheaper, audience-tested way for streamers to fill in any gaps.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.