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The Hollywood Reporter

Netflix co-CEO Ted Sarandos says viewership rose 2% in H1 2026, slower than desired

AI Market Summary
Netflix co-CEO Ted Sarandos flagged a slowdown in engagement, with viewership up only 2% in 1H26, below internal ambitions. Live programming absorbs ~5% of the ~$20B content budget but delivers ~1% of viewing, underscoring ROI concerns despite benefits to sign-ups, churn, and advertising. The approved $111B Paramount-Skydance/WBD combination adds competitive uncertainty, potentially pressuring sentiment around Netflix's growth narrative.
Impact level
● Medium
Affected assets
NCSKNETFLIX2USD/USDT-2.48%
AI Insight · NCSKNETFLIX2USD/USDTAI Insight
▼ Bearish
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Netflix co-CEO Ted Sarandos said at Bloomberg’s Screentime event that the platform’s viewership rose just 2% in the first half of 2026, a pace he said falls short of his expectations. He added that Netflix allocates about 5% of its $20 billion annual content spend—around $2 billion—to live programming, which generates about 1% of viewership. Investors are also watching competitive pressure tied to the $111 billion combination of Paramount-Skydance and Warner Bros. Discovery.
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