📈 营收创纪录，广告业务表现亮眼：Netflix第三季度营收达到115亿美元，同比增长17.2%，创下历史新高。其中，广告业务表现尤为突出，公司表示这是其“有史以来最好的广告销售季度”，从美国广告商那里收到的承诺金额翻了一番，显示出其订阅模式之外的多元化收入潜力。

📉 利润不及预期，税务纠纷成黑天鹅：尽管营收表现强劲，Netflix的营业利润为25.5亿美元，低于分析师的普遍预期。主要原因是公司与巴西税务部门的持续纠纷导致了一笔约6.19亿美元的税务相关支出，这笔意外的成本直接影响了利润率，并导致公司股价在盘后交易中下跌。

📺 观看时长份额创新高，但仍需提升用户参与度：Netflix在美国智能电视上的观看时长市场份额达到了8.6%，创下自2021年5月以来的最高纪录，表明其内容策略在吸引观众方面卓有成效。然而，与YouTube相比，Netflix在用户参与度方面仍有提升空间，YouTube在该季度智能电视上的平均观看时长份额为13%。

💡 积极探索新模式，力求拉近与YouTube的差距：为了进一步提升用户参与度和巩固市场地位，Netflix正积极尝试引入视频播客等新内容形式，并试图吸引如Ms. Rachel等来自YouTube的知名内容创作者。一些华尔街分析师也建议Netflix加大对短视频领域的投资，以期在日益激烈的流媒体市场中保持竞争力。

Netflix generated record revenue last quarter, but it incurred an approximately $619 million expense due to a tax dispute.Shares fell 6% after hours as its operating income came in below expectations.The streaming giant is looking for new ways to boost engagement, like video podcasts.

Netflix's quarter — and stock price — was dragged down by a large expense tied to a Brazilian tax dispute.

Netflix otherwise had another standout quarter, fueled by robust viewership for Korean-themed megahits like "Kpop Demon Hunters" and "Squid Game."

Netflix's revenue rose 17.2% to a record $11.5 billion in the third quarter, largely in line with expectations from both analysts and the company's guidance.

A key growth area for Netflix is its ad tier. The company said it had its "best ad sales quarter ever" and doubled its commitments received from advertisers in the US.

A $619 million tax-related expense that wasn't in Netflix's forecast

The streaming titan's operating income was up 7.7% year-over-year to $2.55 billion, or $5.87 per share, which was well under analyst estimates of $6.94 and Netflix's guidance of $6.87. Netflix said that the miss on operating income and margins came after an "ongoing dispute" with Brazilian tax authorities that cost it $619 million.

Netflix shares fell by 6% in early after-hours trading on Tuesday after its third-quarter earnings report.

Netflix's robust revenue growth suggests that its never-ending mission to improve engagement is working.

Despite stiff competition from YouTube, content creators, and AI-powered video apps like Sora, Netflix just had its best-ever quarter of viewership on US-based smart TVs, according to Nielsen data dating back to May 2021. Nielsen found that Netflix averaged an 8.6% viewership share from July through September — far higher than any other paid streaming service.

However, Netflix is still well behind YouTube in engagement. The Google-owned streamer averaged an enviable 13% viewership share on smart TVs in the third quarter, per Nielsen.

Netflix is trying to close the gap with likely its biggest rival by adding video podcasts and luring YouTubers like Ms. Rachel. Some Wall Street analysts believe the streaming powerhouse should go even further by investing in short-form video.

While Netflix no longer shares subscriber numbers, analysts polled by Bloomberg estimate that the service has 315 million global members.

This story will be updated.