Netflix co-CEO Ted Sarandos acknowledged his streaming service’s slowed growth in engagement — Netflix viewership grew just 2 percent over the first half of 2026.
“Overall, we’re not growing as fast as I want us to, and we’re working on on making that move faster,” Sarandos said Wednesday evening at Bloomberg’s 2026 Screentime event.
One potential kickstart to engagement is the service’s move to live programming, including the NFL. Netflix spends about 5 percent of its content investment on live programming, which in turn generates about 1 percent of viewership, Sarandos said.
What live is especially good at, however, is generating “a lot of signups,” Sarandos said. It also helps...
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