Netflix wants to join the four-comma club by decade’s end

The company whose name frequently appears next to “and chill” recently called all of its knights to the round table and laid out an ambitious quest.

According to a new Wall Street Journal report citing internal company targets, Netflix by 2030 wants to:

• Achieve a $1 trillion market cap, up ~2.5x from its current value.
• Double its revenue (currently ~$39 billion).
• Triple its operating income (~$10 billion last year).

The growth levers

In order to achieve these targets, the company can:

Go international: Netflix had ~302 million global subscribers in December 2024, and wants to end the decade with ~410 million. And with the US largely tapped out, the streamer plans to focus on driving signups in international markets with high broadband penetration such as India and Brazil, the WSJ reports.

Sell more ads (a high-margin biz): Netflix wants to generate ~$9 billion in ad revenue by the end of the decade, per the WSJ, up from current estimates of ~$2.1 billion (the streamer doesn’t report ad revenue). Ways to get there include: increasing ad-tier signups and adding more live events, where everyone is forced to watch commercials.

Raise prices: The streamer’s most-recent price-hike was in January—six months after its last price hike, which saw the least expensive, ad-free option go away.

Big picture: Netflix shares are up more than 50% over the past year, and have so far been mostly insulated from tariff uncertainty.