Top 3 trends from our 2025 Annual Streaming Study

Netflix’s Q2 results reflect many of the same trends uncovered in our 2025 Annual Streaming Study, from rising ad-supported tier adoption to early moves in live content. We break this down for you in a highlight of three critical areas where Netflix is leaning in, and where we believe the platform (and the industry) can go further. 

Trend 1: Ad-supported tiers offer a release valve for subscription fatigue 

While Netflix reported notable foreign exchange gains in Q2, two core growth drivers stood out: healthy member growth and rising ad sales. Underneath those numbers is a strategic shift…