Netflix Is Spending More on Marketing This Year Than Some of Its Rivals Are on Content

Streaming service now has 130 million subscribers and a $2 billion budget for campaigns

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As if its $8 billion original content budget isn’t already daunting enough for its competitors to match, Netflix is outspending its rivals in another key area: marketing.

In its Q2 letter to shareholders Monday, the streaming service revealed that it has already spent $1 billion on marketing in the first six months of this year (almost doubling its year-over-year marketing spend), putting it on track to top $2 billion in marketing spend for 2018.

The $2 billion in marketing expenses, which the company told shareholders in January it had budgeted for this year, is bigger than the annual content budgets for several of its rivals, including Apple, Facebook and AMC Networks.

In the past month alone, Netflix has launched several attention-grabbing campaigns.

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