Netflix’s Co-CEO Shares Advertisers’ Ongoing Interest – Marketing Update

ring it to its 10 other markets in coming months, Peters told investors. The ad tech is aimed at enabling Netflix to roll out new ad formats and more targeting and programmatic capabilities, he said.

Netflix’s live events strategy, which has been primarily focused on sports but has also included live comedy events like The Roast of Tom Brady and the live talk show Everybody’s Live with John Mulaney, remains unchanged, co-CEO Ted Sarandos said on the call Thursday. After seeing overall success with livestreamed sporting events like its Christmas Day NFL games and the Jake Paul vs. Mike Tyson boxing match, it’s laying the groundwork for repeats. A livestreamed match between boxing champions Katie Taylor and Amanda Serrano is slated to air in July. This Christmas, it’s also planning to stream additional NFL games.

As its live capabilities grow, Sarandos said the company is looking for global opportunities. “Our live adventures have all been primarily in the US, but we intend to grow the capability to do it around the world in the years ahead,” he said.

The company is also eyeing other programming options, including, perhaps, video podcasts, which are seeing their popularity soar on YouTube and Spotify. Sarandos said that he “suspect[s] you’ll see some of them find their way to Netflix.”

The company is also evaluating the ways in which it can work with creators in some way—including those who call YouTube, the largest streaming platform in the US that’s increasingly viewed on TV screens, home.

“When it comes to the specific head-to-head competition with YouTube or other platforms like YouTube, we believe we are a more competitive, better service for a certain class of creators and certain types of storytelling,” Peters said. “Most importantly in that is that we lead monetization for those kinds of titles, and that means we can provide a better opportunity than YouTube or other services for those creators and those stories.”