Netflix stock faces tougher test after ad forecast cut
Published on 11/13/2026 at 14:03 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWSAdvertising growth faces a tougher test
- Netflix lowered its 2026 advertising revenue outlook after delays in product launches and partner integrations.
- The advertising tier is scheduled to enter 15 additional countries in 2027, with the first group planned for March.
- Management expects subscriptions, pricing and advertising to support revenue growth into 2027.
Netflix cut its 2026 advertising revenue forecast on October 20 to 2.7 billion US dollars from 3.0 billion US dollars, citing slower-than-expected rollouts of some advertising capabilities. AdNews reported the revision alongside the company's third-quarter results.
Netflix stock traded at 57.05 euros on Lang & Schwarz at 14:01 CET on Friday, November 13, 2026. The quote is shown without a daily direction because the available Xetra close could not be matched to the same trading session.
Product rollout remains the key test
Co-CEO Greg Peters attributed the shortfall to delays in new ad products and partner integrations. He said the company remained willing to accept a modest short-term setback if it improved Netflix's long-term position, while noting that the advertising business is still growing strongly.
Netflix did not disclose a standalone advertising revenue figure for the September quarter in the material reported by AdNews. The company's advertising sales more than doubled in 2025 to more than 1.5 billion US dollars, and Peters said the business was growing by more than 80% in 2026.
The company is expanding its Netflix Ads Suite through globally available connected-TV marketplace deals. It has also partnered with MercadoLibre in Latin America and Adform in Europe, the Middle East and Africa, while broadening measurement capabilities for reach, frequency and attribution.
International expansion raises stakes
Netflix plans to introduce its advertising-supported tier in 15 additional countries in 2027. The first group is scheduled for March and covers nine markets in Europe, the Middle East and Africa, together with Colombia, Peru and New Zealand.
Peters said average revenue per membership remains lower on the ad-supported tier than on the standard plan without advertising. Closing that gap would give Netflix another monetization lever, but execution across new markets and partner systems will determine how quickly the opportunity translates into revenue.
Third-quarter revenue rose 12% to 12.87 billion US dollars. Netflix expects fourth-quarter revenue of 13.4 billion US dollars and full-year revenue of 51.1 billion US dollars. Chief Financial Officer Spence Neumann said member growth, pricing and advertising should drive revenue growth into 2027, with 2027 guidance due in January.
Netflix stock at a glance
- Company: Netflix, Inc.
- ISIN: US64110L1061
- Symbol: NFLX
- Lang & Schwarz quote: 57.05 euros on Friday, November 13, 2026, at 14:01 CET
- 2026 advertising revenue outlook: 2.7 billion US dollars
- 2026 full-year revenue outlook: 51.1 billion US dollars
US streaming companies remain sensitive to advertising demand, content engagement and consumer spending. The broader market context is covered in the current S&P 500 market overview.
