From Adweek · Bill Bradley · · 40s
Netflix Adjusts Ad Revenue Targets
Netflix lowers 2026 ad revenue forecast to $2.7 billion from $3 billion due to slower ad product rollout.
In brief
Netflix lowers 2026 ad revenue forecast to $2.7 billion from $3 billion due to slower ad product rollout. Netflix reduced its expected ad revenue for 2026 to $2.7 billion after delays in rolling out new ad capabilities. Originally reported by Adweek.
Netflix's Q3 Revenue
Netflix's Q3 revenue grew 12% year over year to $12.9 billion.
Ad Revenue Adjustment
Netflix targets $2.7 billion in ad revenue for 2026, down from $3 billion.
Reason for Adjustment
Slower rollout of ad product capabilities led to reduced 2026 ad revenue forecast.
“Specifically, in this case, we’ve seen some delays in the rollout and partner integrations for some of those new ads products. So, getting to the integration model that we want sometimes takes a bit more work with our partners, but we strongly believe that a modest short-term hit for a better long-term strategic position is a good ultimate trade-off.”
The takeaway
Netflix reduced its expected ad revenue for 2026 to $2.7 billion after delays in rolling out new ad capabilities.
