Netflix's marketing spend worldwide 2017-2023

In 2023, Netflix spent around 2.66 billion U.S. dollars on marketing activities. This figure increased by over five percent compared to the previous year, when Netflix's marketing expenses amounted to 2.53 billion dollars.

Netflix in numbers

Netflix is one of the most influential SVOD streaming services and entertainment companies worldwide. Initially started as a DVD-by-mail rental service in 1997, the California-based business has since become an undisputed champion in the world of video streaming. In late 2021, Netflix’s revenue surpassed a record 7.7 billion U.S. dollars globally, which is even more impressive considering that viewers can watch unlimited video content from its catalog for a set monthly fee. But as these fees are gradually rising in many parts of the world and competition from platforms such as Disney+ or Amazon Prime is getting tighter every year, the number of Netflix subscribers dipped for the first time in early 2022.

Marketing the Netflix way

Netflix is not only a global trendsetter when it comes to online video streaming, but the company also continues to set new bars for marketing. One of the most vital contributors to Netflix’s multimedia marketing success is its use of social media. The streaming giant can be found across all major social platforms, and in addition to promoting its content with a blend of humor and relatable pop culture references, Netflix also boosts audience engagement by posting polls and challenges. On a more personalized level, Netflix successfully employs user data and browsing behavior for e-mail marketing purposes. The company only notifies its subscribers of upcoming releases that are relevant to them without spamming their inboxes daily.