Netflix’s revenues climbed 12.5% between January 2023 and January 2024, owing to the ad tier and a crackdown on password sharing. In 2024, its ad revenues are set to overtake Disney+, amassing $1.03 billion versus Disney’s $911.9 million, per eMarketer, so clearly a strategy rooted in culture is resonating.
However, work and rewards still lie ahead for the streamer, with Netflix creating more touch points for brands, whether it’s through live events or its digital store that sells everything from green and red Squid Games tracksuits to Stranger Things basketballs.
“We’ve got so many opportunities with our titles,” Lee said. “We just have to keep grasping that, and putting [stuff] out into the world and seeing what fans respond to. Netflix isn’t afraid to take risks. We work fast and pivot if we see something else working better.”
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