Netflix has internally communicated ambitious growth targets that reinforce its role as the dominant global streaming provider.

A central growth area remains advertising.

Despite economic uncertainties and increasing market volatility due to new US tariffs under President Trump, management remains confident. The assumption: In a recession, consumers are more likely to stay home – and watch Netflix instead of going to a restaurant.

International growth is particularly in focus. While the US market is largely saturated, Netflix is focusing on markets like India and Brazil with high broadband penetration. By the end of 2023, the service counted 301.63 million paying subscribers worldwide. By 2030, it is expected to be around 410 million.

The growth driver is also the ad-supported subscription model, which launched in November 2022. According to data from Antenna, 43% of new US customers chose the affordable, ad-supported offer in February – an increase from 40% in January. Analysts see this as a solid foundation for further scaling.

On the technical front, Netflix is currently replacing Microsoft as an advertising partner with its own adtech infrastructure. With live sports rights and more attractive advertising prices, the service has recently been able to convince major brands. For May 14, Netflix is planning its big presentation for the "Upfront" season in New York - an important date for further monetization.