Netflix is telling investors not to worry, even though you’re watching less and less

Netflix is making stronger monetisation a priority as it responds to reports that members are spending less time watching. The company says it wants to improve entertainment value and use new technology, while expanding its mix of original shows, live events and third-party programmes to attract viewers and advertisers.

Jefferies estimated monthly viewing per member fell to 49 hours in the first half of 2026, from 66 hours in the same period of 2023; Netflix’s share of US viewing was 7.8 per cent in July, down one percentage point year on year. The company reported $12.9 billion in revenue, up 12 per cent, and plans to bring its ad-supported tier to 15 more countries in 2027. It cited international content growth and upcoming NFL games, a Grand Theft Auto VI preview and a French TV partnership as part of its broader content strategy.