Netflix Expands Its Trademark Footprint as Streaming Competition Intensifies
Nov/14/2025
Netflix has unleashed a flurry of new U.S. trademark filings — BEST GUESS, HUNTR/X, KPOP DEMON HUNTERS, and SAJA BOYS — signaling ambitions far beyond streaming into gaming, music, live events, cosmetics, consumer goods, and even theme-park-style attractions. The marks cover an extraordinary range of categories: from AI-assisted interactive games and virtual-reality experiences to cosmetics, baby care, live performances, and multimedia franchises. This sweeping IP expansion underscores Netflix’s attempt to build a Hollywood-scale entertainment empire at a moment when consolidation is reshaping the industry. Netflix is reportedly weighing a bid for Warner Bros. Discovery’s studio and HBO Max assets — a move that would deepen its content arsenal as rivals Paramount and Comcast also circle. Even as streaming platforms raise subscription prices, Netflix remains unusually resilient, with cancellation rates anchored near 2% and strong adoption of its ad-supported tier. The company’s aggressive trademark strategy reflects a bid to deepen fan universes, create new revenue lines, and fortify its position as the only tech-streaming hybrid with both the balance-sheet strength and global scale to chase an acquisition of Hollywood’s crown jewels.
