Ben Swinburne's questions to NETFLIX (NFLX) leadership • Q2 2025
Question
Asked for data on advertising upfront negotiations, clarification on engagement metrics, and key learnings from the success of the animated film 'K-Pop: Demon Hunters'.
Answer
Executives reported that ad upfronts are nearly complete and performing well, in line with the goal of doubling the ads business. They clarified that engagement is measured on a per-owner-household basis to normalize for paid sharing, and this metric is stable. The success of 'K-Pop: Demon Hunters' validates their strategy for original animation, highlighting the power of combining storytelling, music, and pop culture to create hits.