SUBSCRIPTION ONLY Earnings Reports Netflix in Advanced Talks to Close Major Ad Deals Netflix says it's in advanced talks to close upfront deals, and it's going to pull back on its bi-annual viewership reporting Ahead of the upfront, Netflix looked to quantify its 'Netflix Effect.' Netflix By Bill Bradley --> The numbers 13% — Netflix’s Q2 revenue growth year over year to $12.6 billion, which is in line with expectations.
2% — Viewership hours grew 2% in the first half of the year vs. 1.5% in the same period in 2025.
-8% — Reports noted that Netflix’s stock dropped in after-hours trading, potentially due to the company narrowing its revenue forecast for 2026 to $51.0 billion to $51.4 billion.
$3 billion — The company announced it was closing in on its upfront close and is on pace for $3 billion in ad revenue in 2026.
Netflix had a lot going on heading into its second-quarter earnings call on Thursday.
Bill Bradley is Adweek's deputy TV, Media and Sports editor.
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