Netflix plans to become a company with a market capitalization of $1 trillion by the end of the decade, The Wall Street Journal reported, citing participants in the company's annual business meeting held in March. Netflix is currently valued at about $400 billion.
To achieve this goal, the company plans to double its annual revenue from $39 billion in 2024 to $78 billion in 2030. Netflix's revenue has grown 93.5% over the past five years, but at that time the streaming market was growing rapidly and had less competition. Now, to realize its plans, the company is betting not only on subscriptions, but also on the development of advertising.
In particular, Netflix plans to earn $9 billion from advertising by 2030. Although the company did not disclose advertising revenues from the launch of the ad-supported plan in 2022, eMarketer estimates that Netflix will earn more than $2 billion in the US market by 2025. The company wants to increase the number of subscribers on the cheapest ad-supported plan, as well as develop live broadcasts, during which even users of ad-free subscriptions will see ads.
To gain more control over its revenue, Netflix is also launching its own advertising technology platform, the Netflix Ads Suite. It includes an ad server and an inventory management system. The platform will allow for the introduction of new ad formats while maintaining ad volume at four minutes per hour.
While the company will no longer release subscriber numbers, it aims to reach 410 million users by 2030 — 108 million more than in 2024. Netflix added 41 million new subscribers last year alone, a record, especially in the fourth quarter. The company will release its financial results for the first quarter of 2025 on April 17.