Netflix boosted its marketing spend by $325 million in Q4 of 2019

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 22, 2020, 11:48 AM UTC

The company has forecasted a global subscriber growth of 7 million in 2020’s Q1, down from 9.6 million in Q1 2019.

Netflix increased its marketing spend to $879 million in the Q4 2019, a $325 million rise from the previous quarter. Internationally, it spent $499 million on marketing in Q4 and $1.59 billion over the year.

The streaming giant’s full-year marketing costs touched $2.65 billion from $2.37 billion in 2018. This uptick in marketing spend could be because of Netflix’s international expansion, a busy award season and rising competition from new streaming services.

The company gained 8.8 million subscribers in Q4, of which 8.3 million are international subscribers. Netflix stated that the slow membership growth in the US and Canada was perhaps due to price changes and competition, while seeing “more muted impact” from competitive launches internationally.

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