Netflix’s ad-supported tier is growing at a healthy clip, leaving management to expect ad revenue to double in 2025 while still not a primary driver of overall growth, say analysts at UBS in a research note. The streaming giant saw a higher percentage of sign-ups opting for its ad tier in 3Q than in 2Q, say the analysts, and management expects to reach a critical scale across ad markets next year. Other takeaways the analysts note from Netflix executives include their suggestion that revenue growth in 2025 will be driven more by members than average revenue per member driven. “We believe the company could lean into monetization efforts with price/hour of consumption at the low end of peers and the content pipeline gaining steam,” say the analysts. Shares rise 11%, making it the best performer in the S&P 500 and Nasdaq 100.