Netflix Q2 revenue rises 16% on subscriber gains and ad growth

Streaming giant Netflix reported a 16% year-over-year jump in revenue for the second quarter of 2025, reaching $11.08 billion. The growth was driven by a rising subscriber base, higher subscription prices, and increased advertising sales.

The company also raised its full-year revenue forecast to between $44.8 billion and $45.2 billion, up from the previous range of $43.5 billion to $44.5 billion.

“The majority of the increase in our revenue forecast reflects the recent depreciation of the US dollar vs. most other currencies, with the balance attributable to continued business momentum driven by solid member growth and ad sales,” it said in a statement. 

The firm’s net income rose 45% from a year ago to $3.1 billion, up from $2.14 billion. Its operating margin improved to 34.1%, an increase of nearly 3 percentage points sequentially and nearly 7 percentage points year-over-year. Operating margin is a key financial ratio that indicates how profitable a company is from its core business operations.

Despite the strong quarter, the company warned that operating margin could decline in the second half of the year due to higher content amortisation and increased sales and marketing expenses tied to a heavier release slate.

The company has continued to advance its key business goals in the second quarter, citing a strong content lineup and product enhancements. 

The platform saw increased engagement with hit series such as Squid Game Season 3, Sirens, Ginny & Georgia Season 3, The Eternaut, and Secrets We Keep, alongside popular films like Tyler Perry’s STRAW and Exterritorial.

In May, Netflix completed the global rollout of its proprietary first-party advertising platform, the Netflix Ads Suite, across all ad-supported markets.

At its annual ‘Upfront 2025’ event in New York, the company announced that it will introduce AI-generated advertisements, aiming to integrate brands into its shows and movies. It added that the new advertising framework will leverage GenAI to instantly “marry advertisers’ ads” with the content on the platform.

“We’ve completed the rollout of our own ads tech stack, the Netflix Ad Suite to all of our ad markets now. That rollout was generally smooth across all countries. We see good performance metrics across all countries and the early results are in line with our expectations,” said Gregory K Peters, Co-CEO, President & Director, Netflix, during the earnings call. 

Currently, Netflix’s ad-supported tier houses over 94 million global monthly active users. The company stated that in the US itself, users are spending an average of 41 hours per month on the platform.

Additionally, Netflix has also rolled out a redesigned TV homepage to improve user experience.