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Netflix’s advertising strategy shift is starting to pay off

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Netflix’s advertising strategy shift is starting to pay off


A drone view shows Netflix logos on buildings in the Hollywood neighborhood in Los Angeles, California, U.S., Jan. 20, 2026.

Daniel Cole | Reuters

Netflix jumped into the advertising business later than its media peers, but its strategy shift is starting to pay off.

This week Netflix reported its fourth-quarter earnings, which were mostly overshadowed by the company’s recent pursuit to acquire Warner Bros. Discovery’s streaming and studio assets. However, beyond the headlines, metrics like customer engagement, subscriber numbers and advertising revenue paint a promising picture.

The earnings report provided some long-awaited clarity on the progress of Netflix’s advertising strategy, and how it has been factoring into the overall business. On Tuesday Netflix said 2025 advertising revenue exceeded $1.5 billion — about 3% of total full-year revenue for the streaming giant — and is expected to double this year.

Overall company revenue jumped almost 16% percent for 2025, while net income rose 26%.

“We’re making good progress and the opportunity ahead of us is massive,” Co-CEO Greg Peters said on Tuesday’s call with investors.

Wall Street analysts, however, noted that ad revenue disclosure fell short of their previous forecasts, indicating that it could be taking longer than expected to get the ad business off the ground.

“The last couple of years were slower out of the gate than we had estimated. However, advertising revenue growth is hitting its stride and should yield a similar contribution to revenue growth as we had estimated in our pre-4Q forecast,” analysts at Deutsche Bank said in a research note Wednesday.

Robert Fishman of MoffettNathanson noted total ad revenue was lower than the research firm had forecast but welcomed the fresh insights into the company’s ad business.

“At least now we can finally have a better understanding of the contribution from advertising to total growth and can back into core subscription revenues,” Fishman said in a note on Wednesday.

Netflix’s stock fell about 2% on Wednesday.

Advertising has come front and center for media companies after it became clear that a subscription-only streaming model wouldn’t be enough to support profitability.

Advertisers, despite various headwinds, have been eager to find a place on streaming platforms, especially Netflix.

Yet the industry leader was late to the advertising game after leadership long rejected the business model. It launched its cheaper, ad-supported tier in late 2022, coinciding with a brief slowdown in subscriber additions.

Advertising and a crackdown on password sharing were put forth as measures to drive growth. And it has, even if slowly.

Netflix said Tuesday it had 325 million global subscribers at the end of 2025. That marks an increase of roughly 23 million from the end of 2024, when Netflix last disclosed its global paid memberships.

For comparison, Netflix added roughly 41 million subscribers in 2024 and almost 30 million in 2023.

Against a backdrop of consistent price increases for streaming services, companies are increasingly leaning on the belief that consumers will opt for cheaper, ad-supported plans rather than drop out altogether.

Peters said Tuesday that while there remains a gap between average revenue per membership of the company’s standard, no-ads plan subscription and its ad-supported plan, “that gap is narrowing.”

“And while, because there’s a gap, it means we’re under-realizing revenue growth in the near time, it also, therefore, represents an opportunity for us,” Peters said, pointing to upgrading the tech stack and ad capabilities to help drive growth.



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Gold On Sale In Dubai? Here’s Why Prices Have Dropped By $30 Per Ounce

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Gold On Sale In Dubai? Here’s Why Prices Have Dropped By  Per Ounce


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Gold is sold at a discount in Dubai due to Middle East conflict disrupting flights. Traders offer up to $30 per ounce less than London prices.

Dubai Gold Selling Cheaper As Iran War Grounds Flights

Dubai Gold Selling Cheaper As Iran War Grounds Flights

Gold is being sold at a discount in Dubai as the widening conflict in the Middle East disrupts flights and hampers the movement of bullion from one of the world’s key trading hubs.

According to a Bloomberg report, traders in Dubai are offering discounts of up to $30 per ounce compared to the global benchmark price in London. The unusual price cut comes as shipments remain stranded due to flight disruptions triggered by the escalating conflict involving Iran and Israel.

Dubai is a key global centre for refining and exporting gold to markets across Asia, including India. However, partial airspace restrictions and heightened security risks have slowed the movement of bullion out of the region.

Why Gold Is Being Sold Cheaper

Gold is typically transported in the cargo holds of passenger aircraft. With several flights from the UAE restricted amid regional tensions, traders are struggling to move bullion to international markets.

At the same time, insurance and freight costs have surged, making shipments more expensive and uncertain. Many buyers have therefore stepped back from placing new orders, unwilling to bear high logistics costs without assurance of timely delivery.

To avoid paying prolonged storage and financing costs while shipments remain stuck, some traders are offering gold at discounted prices.

Although transporting bullion by road to airports in neighbouring countries such as Saudi Arabia or Oman is theoretically possible, logistics firms are reluctant due to the risks and complications of moving high-value cargo across land borders during a conflict.

What It Means For India

India, one of the largest buyers of gold shipped from Dubai, could face short-term supply disruptions if the situation continues.

Renisha Chainani, head of research at Augmont Enterprises Ltd., said several cargo shipments have already been delayed, creating temporary tightness in the availability of physical bullion in India.

However, industry experts as reported by Bloomberg say the immediate impact may remain limited as domestic inventories are currently comfortable after heavy imports earlier this year.

Chirag Sheth, principal consultant for South Asia at Metals Focus, said Bloomberg that India has ample stocks for now, but warned that prolonged disruptions could eventually affect supply if the conflict continues for several months.

Meanwhile, global gold prices have surged this year amid geopolitical uncertainty, with spot gold recently trading above $5,000 per ounce.

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70% of adults without a licence say learning to drive is unaffordable

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70% of adults without a licence say learning to drive is unaffordable



Some seven in 10 British adults without a full driving licence say learning to drive is currently unaffordable, according to a survey.

The figure is even higher among younger people, with 76% of 18 to 29-year-olds without a licence saying driving lessons are financially out of reach, the poll for car insurer Prima found.

Overall, 38% said the cost of driving lessons was the biggest deterrent to learning to drive.

Some 32% were put off by the price of buying a car and 15% said the cost of car insurance was the main barrier to learning to drive.

Almost half (45%) said they would consider learning to drive if it became significantly cheaper.

Nick Ielpo, UK country manager at Prima, said: “For a growing number of people, driving is no longer a symbol of freedom – it’s a financial stretch too far.

“Between lessons, buying a car and insuring it, the upfront and ongoing costs are pricing many people out before they even start.”

Find Out Now surveyed 1,134 adults who do not hold a full driving licence between January 21 and 23.



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PSX down 6.3% amid escalating Gulf war | The Express Tribune

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PSX down 6.3% amid escalating Gulf war | The Express Tribune



KARACHI:

The Pakistan Stock Exchange’s (PSX) KSE-100 index experienced a sharp decline in the outgoing week, closing at 157,496 points, down 6.3% week-on-week, or 10,566 points.

This follows last week’s fall and brings the cumulative decline from its January 2026 peak of around 189,167 points to nearly 17%. The sell-off was driven by heightened geopolitical tensions stemming from the US-Iran conflict, which has rattled regional markets and prompted investors to reduce exposure amid fears of broader instability, rising energy prices and domestic security concerns.

On a day-on-day basis, the PSX commenced the week with its historical single-day decline as the benchmark KSE-100 index plunged 16,089 points, or 9.57%, to close at 151,973. Next day, it staged a partial recovery, with the index advancing 5,159 points, or 3.39%, at 157,132.

On Wednesday, however, the PSX witnessed a directionless session, when the KSE-100 closed at 155,777, down 1,355 points (-0.86%). The PSX recorded a sharp rebound on Thursday, with the benchmark index gaining 5,433 points (+3.49%) to close at 161,211. The market closed the week on a cautious note as the KSE-100 dropped by 3,715 points (-2.30%) to settle at 157,496.

In its weekly report, Arif Habib Limited (AHL) mentioned that the KSE-100 index witnessed a lacklustre performance during the outgoing week, closing at 157,496 points, down 6.3% WoW (10,566 points) amid geopolitical tensions due to the US-Iran conflict. The Consumer Price Index (CPI) for February 2026 hit 7% year-on-year, the highest level since October 2024, compared to 5.8% in January 2026.

Among other economic data, a trade deficit of $3 billion was recorded in February. Exports amounted to $2.3 billion (-8% YoY) while imports reached $5.3 billion, down 1.6% YoY. Total cement dispatches for the month rose 12.53% YoY to 4.19 million tons compared to 3.73 million tons in February 2025. Provisional urea offtake remained subdued, falling 28% YoY to 251k tons, marking the lowest monthly offtake.

AHL mentioned that gas production edged down 0.1% WoW to 2,687 million cubic feet per day (mmcfd) in the fourth week of Feb’26, while oil output fell 2.9% WoW to 59,103 barrels per day. A total of Rs581.7 billion was raised in the T-bill auction on Wednesday, with yields increasing across all tenors by 21.5 to 39.3 basis points. The government’s debt increased by 1% month-on-month to Rs79.3 trillion (+10% YoY) as of Jan’26 against Rs72.1 trillion in Jan’25.

Pakistan’s liquid foreign exchange reserves were recorded at $21.4 billion, up by $26.2 million, comprising $16.3 billion with the State Bank and $5.1 billion with commercial banks, AHL added.

Muhammad Waqas Ghani, Head of Research at JS Global, noted that the KSE-100 extended its decline during the week as heightened geopolitical tensions weighed on the market. The index dropped 10,566 points (-6.3%) WoW, following last week’s 5,108-point decline, pushing the cumulative fall from its January 2026 peak of 189,167 points to nearly 17%.

Market activity remained volatile throughout the week as investors continued to reduce exposure amid regional tensions and domestic security concerns. Sentiment also remained cautious ahead of key macro developments, with the IMF mission currently engaging with Pakistani authorities for the third review of the loan programme.

According to the Pakistan Bureau of Statistics, the inflation clocked in at 7% YoY for Feb’26, the highest since Oct’24. “We expect the SBP to keep its policy rate unchanged at 10.5% in the upcoming meeting as rising global oil prices may add to inflationary pressures,” he said.

Pakistan was exploring options to manage a potential gas shortfall after Qatar Energy halted LNG production following Iran’s attacks. On the other hand, Saudi Arabia assured Pakistan of secure oil supplies through the Port of Yanbu on the Red Sea to help meet energy needs. The government was also reviewing a proposal to shift to weekly revision of petroleum prices from fortnightly reviews, the JS head of research said.



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