Netflix spent over $135 billion on films and TV shows in the last decade

MUMBAI: Netflix said it has invested more than $135 billion in films and television content over the past decade, underlining the scale at which the streaming platform has reshaped global entertainment and on-demand viewing habits.

The company said its productions also contributed more than $325 billion to the global economy during the same period and generated over 425,000 jobs across film and television projects worldwide.

The figures were released as part of “The Netflix Effect”, a new report and campaign launched by Netflix to showcase the economic, cultural and social impact of its global content business.

In a note accompanying the release, Netflix co-chief executive officer Ted Sarandos said the company’s international growth strategy was built around creating “intensely local” stories for audiences around the world.

Netflix expanded from operating in around 60 countries to more than 190 countries in 2016, and since then has steadily increased investments in local-language programming and regional productions. The company said it now produces content in more than 4,500 cities and towns across over 50 countries.

The report highlighted several examples of productions creating local economic impact. In the United States, four seasons of The Lincoln Lawyer reportedly contributed more than $425 million to California’s economy while employing over 4,300 cast and crew members.

Meanwhile, five seasons of Stranger Things created more than 8,000 production jobs, including over 200 stunt performers for the final season alone.

Netflix also pointed to the ripple effect of international productions. Colombian thriller Frontera Verde employed members of local Amazon communities both on and off screen, while multiple European editions of Love Is Blind helped drive economic activity in the Swedish town of Strängnäs through hotel stays, catering and local transport demand.

The company further argued that some of its biggest titles have influenced broader cultural and consumer behaviour trends. According to Netflix, animated feature KPop Demon Hunters contributed to a spike in global interest in Korean culture, with Duolingo reporting a 22 per cent rise in Americans learning Korean and travel bookings to South Korea rising by 25 per cent.

Netflix added that it has invested heavily in production infrastructure and creator development programmes in recent years, even as several entertainment companies globally have scaled back spending amid profitability pressures.

The company said it has conducted more than 1,000 training programmes and industry initiatives across 75 countries over the past five years, reaching more than 90,000 participants.

For Netflix, the message is clear: streaming is no longer just about what audiences watch on screen. It is increasingly shaping tourism, jobs, culture, consumer trends and even the languages people choose to learn.