Netflix viewership rose barely within the first half of 2025, although underlying engagement traits present blended indicators, in line with MoffettNathanson, News.az studies citing BBC.
In a notice to purchasers this week, the agency instructed buyers that “total engagement grew +1% in 1H25 to 95.2 billion hours,” however famous that “on a per-subscriber stage, we estimate this represents a high-single-digit lower in engagement.”
However, adjusting for the volatility launched by password-sharing adjustments, engagement seems extra steady.
“On an proprietor family foundation, stripping out the volatility of password sharing, engagement has been regular over the previous 2.5 years,” MoffettNathanson wrote, citing Netflix (NASDAQ:)’s personal feedback on its second-quarter earnings name.
Series are mentioned to have continued to outpace movies in driving viewership. The agency mentioned collection viewing rose 4% yr over yr to 71.1 billion hours, whereas movie viewership declined 7% to 24.1 billion.
“Original collection in 1H25 drove the second-highest stage of engagement of any half since Netflix began releasing this knowledge in 2023,” analysts mentioned.
Critically, the reception of Netflix’s prime reveals has improved. “Netflix continues to stability the necessity of manufacturing an enormous quantity of content material… whereas additionally specializing in the standard,” the notice said.
However, unique movies have lagged. “The reception to Netflix’s unique movies stays muted,” analysts added, although they count on enhancements within the second half of 2025, helped by restoration from the 2023 Hollywood strikes and up to date administration adjustments.
Looking forward, MoffettNathanson expects engagement to rise. A stronger content material slate, together with Wednesday Season 2, Stranger Things Season 5, and NFL Christmas Day programming, “must also drive even greater promoting and additional monetization alternatives throughout its subscriber base.”
