MPW 2025: How Bela Bajaria is fuelling Netflix's content explosion

Bela Bajaria, chief content officer, Netflix, has every reason to smile. In Q4 2024 alone, the streaming platform added 18.9 million subscribers. Its overall subscriber base touched 306 million. The company reported $39 billion in revenue and an operating profit of $10 billion.

Netflix’s content strategy, under the leadership of Bajaria, has obviously reaped fruits. Its commitment to anime (animation) continued to pay off for the second consecutive year. Over 50% of its global members watched at least one anime title in 2024. In fact, the game changer for the streaming platform was not content from the U.S., but across the world. Almost one-third of the views came from non-English shows and series. La Palma from Norway (52 million), The Accident from Mexico (41 million) and Family Pack from France (41 million) were among the highest viewed shows. With 87 million views, Squid Game 2 (Korean) topped the list of most watched shows.

The American streaming platform is likely to double its content investment in 2025. It is targeting a revenue of $44.5 billion this year.