SpendscapeCompanies · Media
Netflix
AdvertiserNFLX
Netflix spent $2.00B on advertising and marketing in fiscal 2025, up 12.5% on the year before and +6% since 2019. That's 4.4% of revenue, less than in 2019: the business outgrew its marketing.
$2.00Bmarketing spend, FY2025
+12.5%vs the year before
4.4%of revenue (-4.9 pts vs 2019)
Receipts say brand/spend downsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What the 10-K says about marketing
- investing in brand “titors; membership growth, including impact of content and pricing changes on membership growth; partnerships; advertising; multi-household usage; member viewing patterns; dividends; future contractual obligations, including unknown content obligations and timing of payments;…” 10-K, Jan 23, 2026
Say vs do
Receipts say brand/spend down. In 104 statements from its leaders in interviews, 11 argued for investing in brand and 0 for cutting; the filed spend went down.
In the news
- Netflix to start ads subscription tier in Europe in March 2027 Telecompaper · Sep 28, 2026 · platforms & adtech
- Disney+, Netflix to introduce subscriptions with ads in Poland Telecompaper · Sep 28, 2026 · platforms & adtech
- Netflix’s India’s Got Latent play is about Gen Z reach, not just subscriptions Storyboard18 · Sep 28, 2026 · campaign
- Netflix awards PR brief for new Sidemen reality series PRWeek · Sep 28, 2026 · agency move
- Netflix's GTA VI Premiere and Gaming's Marketing Shift criticalhit.net · Sep 27, 2026 · campaign
Agency moves
- CHI wins Netflix brief Sep 27, 2026