Netflix is to spend over $1 billion on marketing this year as it looks to boost subscriber numbers.

The streaming company made the pledge as it revealed its international business registered a profit for the first time on the back of revenues that hit the $1 billion mark.

The House of Cards producer said it would invest more in programmatic advertising as it looks to increase its ability to do individualised marketing “at scale” and to deliver “the right ad to the right person at the right time”.

Last month, it signed a wide-ranging deal with Telenor that included joint marketing activities.

Revenues jumped 35 percent to $2.6 billion as the company’s launch in 130 new countries last January paid dividends.

International sales hit $1.05 billion, up from $948 million in the previous quarter and up from $652 million 12 months ago.

Customer numbers outside of the US hit 47.9 million but growth slowed to 3.5 million net additions, down from 5.1 million in the previous quarter.

Netflix said it viewed the change “as mostly noise in the long-term growth trend and adoption of internet TV”.

The company made a first-ever profit of $43 million on its international operations during the quarter, but warned of a loss in Q2 due to continued investments.

In the US, revenues and profits both grew, hitting $1.5 billion and $606 million respectively.

Customer numbers in its home market jumped by 1.4 million during the quarter to reach 50.85 million.

“We have a large market opportunity ahead of us,” Netflix said.

More News

TIM confirms legal challenge over Vivendi ownership decision TIM confirms legal challenge over Vivendi ownership decision TIM has confirmed it will go to court to challenge a ruling by Italian regulator Consob over its ownership by France’s Vivendi. More detail
MTS launches big data-as-a-service offering for businesses MTS launches big data-as-a-service offering for businesses Russian operator MTS has unveiled a big data as-a-service offering in a bid to take on IT companies and monetise the cloud. More detail
Huawei Envisions shift to IP video, as Telekom Austria, DNA sign new deals Huawei Envisions shift to IP video, as Telekom Austria, DNA sign new deals Huawei has expanded its video portfolio, while Finland’s DNA and Telekom Austria have announced new deals to distribute their TV offerings, as the IBC event draws to a close. More detail
Wind Tre taps Open Fiber to offer FTTH to 60 percent of Italian population Wind Tre taps Open Fiber to offer FTTH to 60 percent of Italian population Wind Tre has extended a partnership with Open Fiber that will see it offer fibre to the home (FTTH) to 60 percent of the Italian population. More detail
Ex-BT, Ericsson CEOs get new jobs as Cisco’s Chambers to step down Ex-BT, Ericsson CEOs get new jobs as Cisco’s Chambers to step down The ex-CEOs of BT Global Services and Ericsson North America have got new roles at Wandera and Verizon respectively, while Cisco’s Chairman has announced he will not stand for re-election. More detail
    

@eurocomms