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Netflix once again leads the way in the global streaming market, announcing the use of generative artificial intelligence (GenAI) for the first time in its original programs. During a recent earnings call, Netflix co-CEO Ted Sarandos revealed that generative AI has been applied in the Argentine series "Eternals," successfully creating a scene of a building collapsing.
Sarandos said that the production efficiency of this scene is ten times that of traditional visual effects tools, and the cost has been significantly reduced. He emphasized that AI not only makes movie and television production more economical, but also enhances the quality of the works. He pointed out that with the application of AI tools, creators can use more advanced tools for visualization and shot planning to achieve higher production standards. In the past, only high-budget projects could enjoy such advanced visual effects, such as the "de-aging" technology for characters, but now everything has become accessible.
In addition to film and television production, Netflix is actively using generative AI in areas such as personalized recommendations, search, and advertising. The company plans to launch interactive ads in the second half of 2025 and introduced an AI-driven search feature earlier this year. The introduction of these new technologies aims to further enhance user experience, allowing viewers to more easily find content they like.
In the second quarter, Netflix reported revenue of $11.08 billion, an increase of 16% year-over-year, and profits reached $3.13 billion. The company also revealed that in the first half of 2025, users watched over 95 billion hours of content, with non-English programs accounting for one-third of the total viewing time. This data fully demonstrates Netflix's influence in the global market and its growing user base.
The introduction of generative AI by Netflix marks an important innovation in its film production and user experience. This not only provides creators with a more efficient workflow, but also allows viewers to enjoy more personalized experiences when choosing content.
