Netflix has put stronger monetisation at the top of its agenda amid concerns over a decline in user viewing time.

On Oct. 20, IT outlet The Verge reported that Netflix, in its third-quarter earnings report, identified improved monetisation, stronger entertainment value and the use of new technology as key tasks going forward.

Netflix did not disclose specific monetisation measures. It said it would raise member value so it can "raise prices when needed and increase advertiser demand". It also plans to expand original titles, live events and third-party content. Netflix assessed that competition is intensifying as the amount of content competing for consumers' attention surges.

Viewing indicators have in fact declined. According to an analysis by financial firm Jefferies, Netflix's monthly viewing time per member was 49 hours in the first half of this year, down from 66 hours in the first half of 2023. Netflix's share of total viewing time in the United States was 7.8 percent in July this year, down 1 percentage point from the same period a year earlier.

The company has also continued restructuring. Netflix recently laid off about 1,000 people and replaced key executives. Bela Bajaria (벨라 바자리아), its chief content officer, and Dan Lin (댄 린), head of the film division, were included among those to be replaced, and former Disney executive Peter Rice (피터 라이스) will take over as chief content officer from Oct. 26. Media also reported internal remarks by Ted Sarandos (테드 서랜도스), Netflix's co-chief executive, saying service usage time among U.S. users is falling and that the company lacks new hit titles.

In a letter to investors, Netflix cited scheduled broadcasts of National Football League games, a preview of the game Grand Theft Auto VI and a partnership with French broadcaster TF1 as examples of its content expansion. The company said revenue in the most recent quarter was $12.9 billion, up 12 percent from a year earlier. Its ad-supported plan, which posted $1.5 billion in revenue last year, is set to roll out to an additional 15 countries in 2027.

Competitive pressure is also rising. After a major merger and acquisition involving Skydance, the possibility has been raised that HBO Max and Paramount Plus could be combined into a single service. As Netflix competes with YouTube, it has signed contracts with multiple creators, and reports have also said it offered some channels millions of dollars in exchange for not posting videos on Netflix.

Netflix has also been considering revamping its application. Options discussed included integrating external streaming services Peacock and Fox One into the app or adding always-on linear channels. This is seen as a move to broadly overhaul pricing policy, its advertising business, content lineup and platform operations in response to declining viewing time.