Netflix Broadens Its Brand — and Its Business—Beyond Streaming
Jan/26/2026
Netflix is stretching its identity well beyond the living room, pairing aggressive trademark activity with a fast-expanding advertising business. In late January, the company filed a U.S. trademark for 'TOP9', covering immersive, experiential entertainment—from interactive social events and miniature golf to obstacle courses and amusement centers—while also moving to block the 'HUNTREX' apparel mark, citing similarity to its own pending 'HUNTR/X'. The filings reflect a broader strategy as Netflix deepens engagement off-screen and defends its brand architecture. That push is underwritten by momentum in advertising: ad revenue more than doubled in 2025 to over $1.5 billion, with management targeting $3 billion in 2026 as it rolls out proprietary ad technology, richer formats, and tighter use of first-party data. With 325 million paid memberships and roughly 190 million monthly viewers on ad-supported tiers, Netflix is positioning itself not just as a streaming platform, but as a diversified entertainment and media business—one increasingly competing with traditional studios, social platforms, and even physical leisure venues for attention, time, and ad dollars.
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