While on the international markets the climate around Netflix (streaming platform) becomes more uncertain – on the stock market it has lost 25% since the beginning of the year and the global audience is increasingly undermined by Youtube -, the Italian market continues to run against the current.
Solid revenues and profits of 12 million
The 2025 financial year of Netflix Services Italy srl, in fact, closed with revenues from contracts with customers amounting to 852.59 million euros, recording a growth of 15% compared to 2024, a year which had already recorded an increase of 12% compared to 2023. This was reported by Claudio Plazzotta on Italy today.
The management led by Eleonora Andreatta confirms a solid financial balance, with net profits rising to 12.79 million euros (compared to 10.41 million the previous year) and the distribution of 11 million in dividends to the Dutch parent company Netflix International BV.
More than 5.7 million subscribers
On the user front, the estimates developed by Sensemakers indicate a share of 5.75 million subscribers for 2026, compared to the 5.3 million recorded in 2025. The cost structure of the Italian branch sees in first place the commission paid to Netflix International Bv for the licensing and distribution of content on the platform, which rose to 764.43 million euros compared to 666.12 million in 2024. The resources allocated to marketing and promotion are grew to 38.76 million. The expansion of activities in the area is also reflected in human resources: the cost of personnel stood at 12.79 million euros against an average staff of 65 employees, an increase compared to the total 10.7 million recorded in 2024 for an average perimeter of 44 employees.
The challenge of content and the excessive power of YouTube
The gap between a complex international situation and Italian “local” performances is part of a profound transformation of television consumption. Netflix, in fact, faces direct competition from YouTube, which continues to erode shares of time spent on smart TVs and connected devices thanks to an uninterrupted flow of user-generated and daily content. Ted Sarandos (co-CEO of Netflix) reiterated that “we compete with YouTube on every dimension: for talent, for advertising revenue, for subscriptions and for all forms of content”. And again: “You can go back to our quarterly earnings calls from 10 years ago, and we identified YouTube as a potential competitor back then and have talked about it in almost every quarter since,” he said.
Live events and broadcasts
To compensate for the margins of uncertainty on the renewals of traditional subscriptions and the weight of production budgets for cinema and serials, the streaming platform, according to many analysts, is progressively redefining its offer. This strategy involves a more marked presence in advertising and the exploration of events and live broadcasts, tools considered “now indispensable” to control the public’s attention and “stem the advance of forms of free entertainment”.