Netflix increases its commitment to live streaming, betting on a format that has brought high ratings to traditional TV broadcasters for decades. With sports events, wrestling, and now a weekly live talk show by comedian John Mulaney, the streaming giant aims to further boost its advertising revenue.

The advance is already showing results. The boxing match between Mike Tyson and Jake Paul in November was the most streamed sports event in the platform's history and led to a sharp increase in new subscribers. Additionally, Netflix generated up to 180 million US dollars in advertising revenue by broadcasting two NFL games on Christmas. These formats contributed to Netflix recording a record growth of 19 million new subscribers in the last quarter - bringing the total number of users to over 300 million.

In 2025, Netflix will also rely on live streaming. Since January, the platform has been exclusively broadcasting "Raw," the flagship format of World Wrestling Entertainment (WWE), as part of a $10 billion deal. WWE stated that the viewership on Netflix is already twice as high as it was previously on traditional TV.

Bela Bajaria, Chief Content Officer of Netflix, emphasizes that live streaming is an important part of the expansion strategy. "We are looking for formats that spark conversations and reach a broad audience," she said. Wrestling is particularly attractive for Netflix as it appeals to a loyal audience of all ages and offers new content throughout the year – a crucial advantage for advertisers.

The new strategy is reflected in the company's valuation: Netflix stock rose 83 percent in 2024 and increased by another 10 percent since the beginning of the year to $981. Analysts see further potential. "Netflix has proven to be a credible provider for live events. This will increase advertising revenue in the long term," said Laurent Yoon of Bernstein Research.

However, Netflix remains cautious when it comes to expensive sports rights.