Bank of America analysts have raised their price target on ‘Buy’-rated Netflix Inc (NASDAQ:NFLX, ETR:NFC) to $1,490 from their earlier $1,175, citing continued confidence in the company's momentum and market positioning.
With shares trading hands on Friday at about $1,190, the new target implies significant upside, driven by Netflix's dominant presence in streaming, expanding advertising footprint, and an upcoming wave of compelling content.
"Netflix has been a top performer in our coverage and we continue to view the company as well-positioned moving forward,” the analysts wrote.
This positioning is underpinned by Netflix’s “unmatched scale in streaming” as well as opportunities for subscriber growth, advertising, and sports and live content, they added.
Notably, Netflix is scaling its in-house advertising infrastructure after transitioning from Xandr. “Netflix’s in-house advertising platform has rolled out in the US and Canada and is currently rolling out in the other 10 ad markets,” analysts noted.
The focus at this stage includes enhanced 1st party data integration, better measurement, dynamic ad insertion and continuing to scale programmatic buying. In the long-term, the analysts anticipate that Netflix ads will be personalized and customized.
Strong content slate
Content remains the cornerstone of Netflix’s growth strategy, and the second half of 2025 is shaping up to be a major driver of engagement, the analysts believe.
“Netflix's second half of 2025 content slate showcases a blend of high-profile originals, franchise continuations and finales as well as a healthy mix of live/sports content to drive strong ad-supported engagement,” the bank’s analysts wrote.
Flagship returns include Squid Game, Wednesday, and Stranger Things, complemented by anticipated debuts such as Guillermo del Toro’s Frankenstein, Adam Sandler’s Happy Gilmore 2, and Tina Fey’s The Four Seasons.
In the live events space, the platform will feature boxing matches from Madison Square Garden produced by Jake Paul’s Most Valuable Promotions, as well as high-profile NFL matchups on Christmas Day, content that analysts believe will boost Netflix’s ad-supported efforts.
“Supported by its world-class brand, leading global subscriber scale, position as an innovator and increased visibility in growth drivers, we believe that Netflix will continue to outperform,” the analysts concluded.