Netflix is intensifying its focus on monetization amid a decline in viewing time, according to its latest earnings report. The streaming giant lists improving monetization as a top priority, alongside enhancing entertainment value and leveraging new technology. However, an analysis from Jefferies suggests that Netflix’s monthly viewing time per member dropped to 49 hours in the first half of the year, from 66 hours in the same period last year. The company is pushing into original titles, live events, and third-party programming to stay competitive. Netflix co-CEO Ted Sarandos highlighted the success of titles in Latin America, EMEA, and APAC, noting that the US market is not growing as quickly as expected.

Netflix has recently announced layoffs and executive changes, including the appointment of Peter Rice as chief content officer, while bringing in its ad-supported tier to 15 new countries in 2027. The company reported a $12.9 billion profit over the last few months, up 12% year-on-year. As competition intensifies, Netflix may also integrate other streaming services or add always-on channels to its platform.

In its ongoing battle for viewer attention, Netflix faces tough competition from HBO Max and Paramount Plus, following the Skydance megamerger. The streamer is also wary of YouTube, which has reportedly offered creators financial incentives not to post their content on Netflix. Despite the challenges, Netflix remains optimistic about its future, with plans to bring NFL games, the Grand Theft Auto VI preview, and a partnership with French TV station TF1 to its platform.