Netflix Uses AI To Improve Retention

During its fourth-quarter 2025 earnings call on Jan. 20, Netflix told investors it is reorganizing its AI strategy around member retention rather than growth, citing more than 325 million paid memberships and $45.2 billion revenue in 2025, up 16% year over year. Executives said AI will serve as infrastructure for personalization, subtitle localization, merchandising, real-time recommendations, and ad relevance to reduce churn and protect margins.