# Netflix says live events boost ad revenue but impact viewer engagement Netflix reports that live events increase ad revenue but reduce viewing hours. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-07-17 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/485b0cbf-4f34-427c-9a4d-f7f5aeda09c9 ## Netflix's Q2 Performance Netflix grew its revenue by 13% year-over-year to $12.6 billion in Q2 2026, driven by membership growth, pricing changes, and ad revenue. The company anticipates similar growth for Q3. ## Impact of Live Events on Ads Netflix highlighted that live sports content, such as the Women’s World Cup and expanded NFL games, is attracting advertiser interest. These events align with the broader live sports boom and boost ad revenue. ## Ad Revenue Target Netflix confirmed it is on track to hit its $3 billion ad revenue target this year, nearly doubling its 2025 earnings. The company is in the final stages of U.S. upfront negotiations. ## Decline in Viewer Engagement Netflix acknowledged that its focus on live events has impacted viewer engagement. Average viewing hours per member have dipped, with some subscribers dropping shows after just one season. ## Brand Partnerships Netflix is forging brand partnerships around its original content. The new series 'The Hawk,' starring Will Ferrell, features integrated campaigns with Hyundai’s Genesis and Mike’s Hard Lemonade. ## Future Strategy Netflix plans to enhance its measurement capabilities and ad products to boost revenue. Despite shorter viewing windows for live events, they remain crucial for ad revenue and brand visibility. ## Sources covering this story - https://www.marketingdive.com/news/netflix-says-live-events-bolster-ads-but-affect-viewer-engagement/825515/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._