Netflix says distribution partnerships, pricing discipline and a fast-growing advertising business are continuing to support its global growth strategy.
In its latest results, the streamer said partnerships with consumer electronics manufacturers, ISPs and pay-TV providers remain important in extending the reach of the service, while newer types of distribution deals are also beginning to show results.
Netflix cited recent agreements with Mercado Libre in Mexico and Brazil, where the service is bundled into the e-commerce group’s loyalty programme. The company said the arrangement had helped deepen penetration in both markets while complementing its existing direct distribution.
The streamer also said recent pricing changes have been well received – except with perhaps those asked to pay more – are reflecting what it described as the growing value of the service. Alongside the results, Netflix announced new price increases in Spain.
Advertising remains a major monetisation priority. Netflix said its ad-supported plan, priced at $8.99 in the United States, accounted for more than 60% of all first-quarter sign-ups in ad markets.
The company said it now works with more than 4,000 advertisers, up 70% year-on-year, and continues to expect advertising revenues of around $3 billion this year, double the 2025 level.
Netflix added that it will introduce new advertising products during 2026 aimed at helping brands measure the incremental impact of campaigns using the company’s first-party data.
The streamer said the wider entertainment market remains highly competitive, naming rivals including Alphabet, Amazon, Apple, Comcast, Disney, Meta, Roblox and TikTok, alongside local media companies in multiple territories.
Netflix argued that its scale, global brand, breadth of programming and product experience continue to give it an advantage as it works to become a must-have service for consumers and a preferred home for creators and licensors.
