On Thursday afternoon, Netflix will report second quarter earnings. Its next Engagement Report, covering the first half of 2026, matters more than the earnings print.
The reason is a scoreboard Netflix once dominated. YouTube captured 13.4% of all television viewing in the United States in April, according to Nielsen’s Gauge. Netflix has slipped from 8.8% in January to 7.9% in April. The company that taught Wall Street to worship engagement is no longer winning at it.
That gap explains a run of announcements that has puzzled much of the industry. In recent weeks Netflix has signed the Stokes twins, YouTube creators with 160 million subscribers. It has brought over food creator Meredith Hayden and Sean Evans’s Hot Ones, and struck partnerships with publishers including Condé Nast, Hearst and People Inc., for exactly the kind of short, inexpensive video those brands usually post to YouTube.
The prevailing read is that Netflix is having an identity crisis, chasing YouTube downmarket and diluting the most valuable brand in premium streaming. That read misses the mechanism. Netflix is not chasing YouTube’s audience. It is chasing YouTube’s ad load.
The Arithmetic Has No Slack In It
Netflix expects advertising revenue to double this year to roughly $3 billion, a target management reaffirmed in its first quarter shareholder letter and again at its May Upfront, where the company said Netflix with ads now reaches more than 250 million global monthly active viewers, up from 190 million only months earlier. That is a reach figure, based on members who watch at least 1 minute of ads on Netflix each month and Netflix’s estimate of the number of people watching in each household, not a count of subscriptions. As I wrote in May, the burden is on Netflix to convert reach into impressions advertisers will pay a premium for.
Advertising revenue is a simple chain. Revenue requires impressions. Impressions require time spent. And the viewing concentrated around Netflix’s biggest titles is showing signs of strain. Bloomberg’s Lucas Shaw found that second-season viewing fell more than 50% for Running Point and The Four Seasons, and more than 70% for Beef, comparing the first four weeks of each season using Netflix’s own viewing data.
Meanwhile the cost of that slate keeps rising. Netflix has guided to content amortization growth of roughly 10% in 2026, weighted toward the first half of the year. Netflix is absorbing faster content amortization at the exact moment its advertising business needs more viewing hours.
Creator content, podcasts and magazine-brand clips offer one answer to that tension. They are cheap, they are abundant, and every additional hour of viewing is an hour that can carry commercials. This is not simply programming strategy. It is inventory manufacturing.
The Measurement War
Watch the language on Thursday as closely as the numbers. Expect a version of the argument that not all engagement is created equal, and that the passive scroll of a YouTube or an Instagram should count for less than intentional Netflix viewing. The groundwork is already laid: in the first quarter, management pointed to a member-quality metric at an all-time high rather than raw hours.
There is real irony here. That is the argument linear television networks made for two decades as their audiences leaked away, and Netflix built its empire dismantling it. When a company starts redefining the scoreboard, it is usually because the score has turned against it. Nielsen itself is recalibrating its methodology this year, so even the scoreboard is contested.
What To Watch Thursday
Three things will tell the story. First, the next Engagement Report’s total view hours against the first half of 2025, whether it lands Thursday or shortly after. Management said in April that hours were growing at a rate similar to last year. If the report leans on quality-weighted language instead of raw totals, that is a tell.
Second, the advertising commentary. Any hedging on the $3 billion figure changes the investment case, because ad growth is the narrative supporting a stock down roughly 40% from its 2025 high. The company guided to $12.57 billion in second quarter revenue, up 13.5%, on a 32.6% operating margin. Netflix beat its own first quarter forecast, but shares fell roughly 10% when that second quarter guidance came in below Wall Street expectations. This print carries more weight than usual.
Third, funnel language. A growing warehouse of low-cost video makes a free tier easier to imagine. Pluto TV proved the free-to-paid pipeline for Paramount+, and the market has already voted for ads: ad plans accounted for 78% of net additions at streaming services that offer them over the past nine quarters, according to Antenna. Netflix is building the shelf space to sell against, whether or not the gate ever opens fully.
The Cost Of More Inventory
None of this means the strategy is wrong. Netflix’s churn was back to 2% by May 2025 after briefly rising following a price increase, according to Antenna, and its subscribers have proved unusually patient. Diversifying away from expensive originals could free capital for international programming and sports, categories Netflix increasingly uses to drive acquisition.
But there is a cost. Netflix has been called the Costco of streamers, premium in a curated, warehouse-scale way. Stocking the shelves with creator clips and magazine video moves it toward something closer to Walmart. Netflix is the only major streamer with no parent company to subsidize that transition. Amazon sells goods, Apple sells hardware, YouTube has Google. Netflix has only the subscription and the ad unit.
Thursday’s earnings, and the Engagement Report that follows, will show whether the inventory strategy is producing the hours the ad business requires. The identity question can wait. The arithmetic cannot.
