Netflix’s (NFLX) shares edged lower early Friday after Raymond James analyst Andrew Marok slapped a Hold rating on the streaming giant, noting that the debate about user engagement on its platform is not likely to be settled anytime soon.
Claim 55% Off TipRanks
- Unlock hedge fund-level data and powerful investing tools for smarter, sharper decisions
- Discover top-performing stock ideas and upgrade to a portfolio of market leaders with Smart Investor Picks
Why Raymond James Remains Neutral on Netflix Stock
Marok gave the rating after attending the 2026 edition of Netflix’s annual Upfront Presentations, a key event where the entertainment company pitches its content slate and advertising technology to advertisers. The analyst argued that concerns about whether Netflix can continue to engage users into the future and how well it is accelerating its ad monetization efforts remain despite management’s confidence in its content lineup for this year and its position that user engagement is yet to peak.
The analyst did not assign a new price target on NFLX stock. He gave the rating even though he pointed out that Netflix is showing signs of progress in scaling its advertising business.
Analyst Upbeat on Netflix’s Openness to New Ad Formats
The pointers include plans to add more tools to the Netflix Ads Suite, the ad tech stack launched last year to enable brands to buy and measure ads placed on Netflix. The other is the plan to introduce ad-supported subscription plans into 15 new markets in 2027.
At the event, Netflix also revealed that it has expanded its global ad-supported monthly active viewer base by 32% from November to 250 million. Chipping in, TD Cowen analyst John Blackledge contended that Netflix is showing progress towards becoming the global TV platform for advertisers.
Similarly, Marok believes that Netflix’s readiness to experiment with new ad formats and move beyond traditional TV ads is encouraging. However, he noted that bringing advertisers onboard will require time and impact when earnings upside from these can fully materialize.
Is Netflix a Good Stock Buy?
Across Wall Street, Netflix’s shares remain a Strong Buy based on analysts’ consensus rating. This breaks down into 27 Buys and eight Holds issued over the past three months.
In addition, the average NFLX price target of $115.89 implies over 33% upside from current trading levels.
