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Netflix has taken a notable step into the betting advertising market, bringing in its first executive dedicated to working with real-money gaming brands as the company pushes to expand advertising beyond its traditional subscription business.
The new appointment is Ian Hunter, who joins the streaming company’s London operation after spending more than eight years at Snap Inc. Across his time at the social media platform, Hunter held a series of senior commercial positions covering account management, client partnerships and sales leadership for major consumer sectors.
His background also includes direct experience inside the gambling industry. Before returning to the technology sector, Hunter worked for The Stars Group as Global Digital Marketing Manager between 2017 and 2019, overseeing international digital marketing before the company’s eventual merger with Flutter Entertainment in 2020.
In announcing the move, Hunter described Netflix as a business with significant commercial momentum, pointing to its expanding slate of live programming, established original content and large global audience as key attractions. He also indicated that his new role will focus on introducing advertisers to Netflix’s growing advertising platform.
Advertising ambitions gather pace
The hire reflects a broader shift underway inside the streaming company. Advertising has become one of Netflix’s biggest strategic priorities since the launch of its lower-priced, ad-supported subscription plan in late 2022. While memberships remain the company’s financial backbone, executives have steadily increased investment in advertising technology, sales capabilities and premium programming designed to attract marketers.
The numbers underline that transition. Membership revenue generated roughly $42 billion during the 2025 financial year, accounting for the vast majority of the company’s $45.3 billion in total revenue. Even so, Netflix leadership has repeatedly identified advertising as a major long-term growth opportunity and expects ad revenue to roughly double by 2027 as inventory expands across entertainment, live events and sports.
That strategy has coincided with an increasingly aggressive push into live broadcasting. In addition to its agreement with Major League Baseball, Netflix has secured rights to Christmas Day NFL games in the United States and will carry the FIFA Women’s World Cups in 2027 and 2031 for viewers across North America. Live sports remain one of the most valuable advertising environments, offering audiences that typically watch in real time rather than on demand.
With a market value of about $310 billion and more than 300 million subscribers globally, Netflix has become one of the largest media businesses in the world. Its biggest institutional investors include Vanguard, BlackRock and Fidelity.
Hunter’s appointment also arrives as gambling advertising faces tighter oversight across Europe. Regulators enforcing the EU Digital Services Act have increased pressure on large digital platforms to strengthen controls over gambling promotions, prevent the spread of illegal betting services and improve safeguards around targeted advertising, while also addressing wider issues including online scams and harmful content.
The tougher regulatory climate has already produced significant enforcement action. X, formerly Twitter, is contesting a penalty exceeding €120 million after European authorities concluded the platform had failed to meet obligations relating to content moderation and data protection.
Against that backdrop, Netflix’s decision to establish dedicated expertise for betting advertisers suggests the company sees regulated gambling operators as an increasingly important category within its expanding advertising business, even as scrutiny of how digital platforms handle gambling promotions continues to intensify.
Source: sbcnews.co.uk
