Netflix's Move into Advertising, Video Games Fails to Impress Investors
Dow Jones
Jul 17
1035 GMT - Netflix remains a powerhouse as the world's largest streamer but investors don't seem impressed by its foray into advertising and video games, XTB's Kathleen Brooks writes in a note. "This seems like a move back towards the legacy TV model, and far from the innovative tech giant that Netflix was once heralded as," she says. However, the U.S. streaming giant is making progress in artificial intelligence, already using the technology in more than 300 titles, mainly in postproduction, she notes. This could reduce Netflix's content costs, but for now the company has increased its content budget for this year, she adds. Netflix shares are down 9.1% premarket. (najat.kantouar@wsj.com)
(END) Dow Jones Newswires
July 17, 2026 06:36 ET (10:36 GMT)
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