Netflix cuts 2026 advertising forecast to $2.7 billion; shares fall before the open
Netflix lowered its 2026 advertising revenue outlook to about $2.7 billion from roughly $3 billion, citing a slower-than-expected rollout of advertising product capabilities. The company reported quarterly revenue of $12.87 billion and earnings of $0.87 a share, but guided to a 26% fourth-quarter operating margin, including an estimated 120-basis-point impact from announced job cuts; its shares were down 6.08% before Wednesday’s open, according to the report.
What changed The advertising forecast fell by roughly 10%, from about $3 billion to $2.7 billion, because some advertising capabilities are taking longer to roll out.
Why it matters Shareholders can quantify the near-term restructuring charge, but not the expected savings: management has not supplied a 2027 savings figure, leaving the financial payoff uncertain.
What to watch next Netflix plans to begin its 2027 advertising-tier expansion in March, with initial launches across nine EMEA markets plus Colombia, Peru and New Zealand.
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