Raymond James analyst Andrew Marok has reiterated their neutral stance on NFLX stock, giving a Hold rating yesterday.
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Andrew Marok has given his Hold rating due to a combination of factors tied to Netflix’s evolving advertising strategy and ongoing engagement debate. He sees encouraging progress in the ad business, including international expansion of the ad tier and new tools within the Netflix Ads Suite, but believes these positives are not yet sufficient to change the overall risk‑reward profile.
Marok also notes that while management is confident in its 2026 content slate and argues that viewer engagement has not yet peaked, key questions around long‑term engagement and the pace of ad monetization remain unresolved. In his view, the company’s willingness to experiment with new ad formats and innovate beyond traditional TV spots is promising, yet it will take time to persuade advertisers and fully realize the financial upside, justifying a Hold stance for now.
Marok covers the Communication Services sector, focusing on stocks such as DoubleVerify Holdings, Roblox, and Netflix. According to TipRanks, Marok has an average return of 0.5% and a 43.06% success rate on recommended stocks.
In another report released yesterday, Wells Fargo also assigned a Hold rating to the stock with a $105.00 price target.