Netflix Tech Radar: Scaling proprietary ad tech and cloud gaming to drive revenue growth
Netflix is transitioning from a pure subscription service into a diversified tech platform, prioritizing the build-out of internal advertising infrastructure and cloud gaming to drive new revenue and retention.
Executives explicitly confirmed the deployment of a proprietary ad tech stack, moving away from external partners to increase programmatic capabilities and introduce interactive ad formats aimed at doubling ad revenue,,. Co-CEO Greg Peters also detailed a "cloud-first" gaming strategy, deploying technology that allows complex games to stream to TVs using smartphones as controllers, a move designed to deepen engagement and retention,. Additionally, leadership highlighted the integration of generative AI to power new "conversational search" features and accelerate VFX and pre-visualization workflows,.
The pending $82.7 billion acquisition of Warner Bros. Discovery represents a massive implied technology integration challenge. While executives focused on content value, merging HBO Max’s subscriber base and library will logically require significant backend consolidation, data migration, and expanded content ingestion workflows to unify these distinct streaming architectures,. Furthermore, the commitment to global live events, like the World Baseball Classic, implies a continued need to bolster edge computing and low-latency streaming infrastructure,.
All sourced directly from Netflix's Q3/Q4 2025 earnings calls, strategic conferences, and M&A announcements.