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# The Signal, Issue 10 — Netflix cut 1,000 jobs and its content chief. The streamers added 18% more ad minutes an hour.
- URL: https://www.medianexis.com/the-signal-issue-10-netflix-cut-1-000-jobs-and-its-content-chief-the-streamers-added-18-more-ad-minutes-an-hour/
- Published: 2026-10-16T21:21:17.000Z
- Updated: 2026-10-16T21:21:17.000Z
- Description: Netflix cut roughly 1,000 jobs, its biggest layoffs since 2022, and replaced chief content officer Bela Bajaria with Peter Rice. The streamers made up the difference in the ad break: 18% more ad minutes an hour since January.
- Author: The Signals Desk
- Tags: newsletter

| Week of October 16, 2026 ![The Signal](https://storage.ghost.io/c/7e/08/7e0871fc-ac8b-4ebb-b50e-e319cdfdfa6d/content/images/2026/09/signal-wordmark.png) The week in the business of media, ads and measurement: what changed and what it costs you. The lede Netflix cut 1,000 jobs and its content chief. The streamers added 18% more ad minutes an hour. The Wall Street Journal’s Walden Siew reports Netflix [eliminated roughly 1,000 jobs, its biggest cuts since 2022](https://fabric-media.ghost.io/netflix-cuts-1-000-jobs-its-biggest-layoffs-since-2022/?ref=medianexis.com), across product, tech, legal and HR, with co-CEOs Greg Peters and Ted Sarandos citing slower growth and declining engagement. Puck’s Matthew Belloni [had the cuts first](https://fabric-media.ghost.io/netflix-readies-layoffs-affecting-5-of-staff-puck-reports/?ref=medianexis.com), and they reached the top: Variety’s Rebecca Rubin reports [Bela Bajaria leaving after 10 years as chief content officer, replaced by former Disney and Fox executive Peter Rice](https://fabric-media.ghost.io/bela-bajaria-exits-netflix-as-peter-rice-takes-over-content/?ref=medianexis.com). Business Insider’s James Faris has the reason: [global viewing hours up just 2%, to 97 billion, in the first half](https://fabric-media.ghost.io/netflixs-growth-problem-runs-deeper-than-its-layoffs/?ref=medianexis.com), and Peter Kafka that [the levers of 2022, ads and live sports, are already pulled](https://fabric-media.ghost.io/netflixs-layoffs-cut-costs-but-dont-fix-its-growth-problem/?ref=medianexis.com). The spending did not stop with the staff: Dan DeFrancesco reports Netflix [still buying Spotify video podcasts, NFL games through 2029 and the 2030 World Cup in Spain and Andorra](https://fabric-media.ghost.io/netflixs-engagement-fix-leans-on-costly-podcasts-sports-and-the-2030-world-cup/?ref=medianexis.com), and TVREV’s Alan Wolk reads the cuts as [a push to look more like YouTube](https://fabric-media.ghost.io/netflix-cuts-1-000-jobs-as-it-pivots-toward-ads-live-events-podcasts/?ref=medianexis.com). The bill is landing in the ad break. MediaPost’s Wayne Friedman reports the leading streamers [running 18% more ad minutes an hour in August than in January](https://fabric-media.ghost.io/streaming-ad-loads-jump-18-as-subscription-prices-also-climb/?ref=medianexis.com), with Paramount+, Hulu and Disney+ heaviest, on top of a 14% rise in ad-tier prices in 2025–26\. The Hollywood Reporter’s Caitlin Huston reports Discovery+ [adding $1 to its ad plan, to $6.99](https://fabric-media.ghost.io/discovery-raises-prices-as-its-fate-under-skydance-stays-unsettled/?ref=medianexis.com). And the content side is being squeezed from the other direction: Variety’s Todd Spangler reports CAA, WME and UTA backing [a law that would make streamers spend half their content budgets on independent productions](https://fabric-media.ghost.io/top-talent-agencies-back-law-forcing-streamers-to-spend-50-on-indies/?ref=medianexis.com). The new ad money is not going where the minutes are. MediaPost’s Joe Mandese reports ChatGPT [passing 60,000 advertisers, up from more than 20,000 a month earlier](https://fabric-media.ghost.io/chatgpt-ad-base-triples-to-60-000-advertisers-in-a-month/?ref=medianexis.com), though Modern Retail’s Gabriela Barkho reports brands [expect little holiday money to move from Google or Meta](https://fabric-media.ghost.io/brands-say-chatgpt-ads-wont-move-the-needle-this-holiday-season/?ref=medianexis.com). Mandese also reports Nielsen’s 2027 cross-platform numbers [rest on a synthetic method that splits its 40,000-household panel upwards of 30 times](https://fabric-media.ghost.io/nielsens-new-star-synthetic-ratings-method-raises-bespoke-measurement-concerns/?ref=medianexis.com), with a planned MRC audit pulled. Even the commerce networks are pulling in: Next in Media’s Mike Shields reports United [folding its Kinective network into its loyalty program](https://fabric-media.ghost.io/uniteds-retail-media-retreat-raises-doubts-about-commerce-medias-ceiling/?ref=medianexis.com). **What it costs you:** a streamer that cuts staff because viewing has slowed, then sells 18% more minutes to the viewers it has, is selling the same audience more often. Before the upfront, ask each one what its ad load was in January and what it is now, and price the extra minutes as frequency, not reach. [Read the full story →](https://fabric-media.ghost.io/skydances-market-cap-falls-under-half-what-wbd-and-paramount-were-worth-combined/?ref=medianexis.com) One big story [![Skydance’s market cap falls under half what WBD and Paramount were worth combined](https://storage.ghost.io/c/7e/08/7e0871fc-ac8b-4ebb-b50e-e319cdfdfa6d/content/images/2026/10/og-skydances-market-cap-falls-under-half-what-wbd-and-paramount.jpg)](https://fabric-media.ghost.io/skydances-market-cap-falls-under-half-what-wbd-and-paramount-were-worth-combined/?ref=medianexis.com) 12 reports · 8 outlets · October 8 – 16 Skydance promised to outspend Netflix and Disney. A week later it was worth less than half its two old companies. The company spent its first days promising to spend. TheWrap reports the co-CEOs pledging over $30 billion in content, two separate film slates and a slow merger of the streamers, and The Ankler that David Ellison pitched roughly 190 series and 30 movies a year, more than Netflix or Disney. Deadline’s Jill Goldsmith reports Ellison and Ynon Kreiz calling nearly $80 billion of debt manageable. The Hollywood Reporter’s Tony Maglio reports Ellison saying HBO Max and Paramount+ become one service in the long term, and The Ankler’s Lesley Goldberg that he chose Casey Bloys over Cindy Holland to run them. Adweek’s Bill Bradley reports Jay Askinasi taking ad sales as WBD’s Ryan Gould and Bobby Voltaggio leave. The market priced the promise. Goldsmith reports the stock down 6.8% in its second session, with analysts calling it a “show me story.” Variety’s Todd Spangler reports a market cap under $40 billion, against $77.7 billion for Warner Bros. Discovery and about $11 billion for Paramount on their last day of trading, and Deadline’s Jesse Whittock reports Evan Shapiro putting the company at $29 billion. MediaPost’s Wayne Friedman has analysts projecting combined ad revenue of $19.0 billion to $21.6 billion in 2027, up from $18.5 billion to $20.7 billion, for an owner TheWrap’s Kayla Cobb counts at 13.3% of all TV watched. Last week the question was which of its executives’ answers on the cuts to believe. This week investors answered: the spending plan is the part they discount. OCT 8 · DEADLINE [Shares fall in a second session](https://fabric-media.ghost.io/skydance-shares-fall-again-as-wall-street-waits-for-proof/?ref=medianexis.com) OCT 8 · THEWRAP [Over $30 billion in content, two slates](https://fabric-media.ghost.io/skydance-execs-outline-30b-content-spend-slow-streamer-merger-at-kickoff-event/?ref=medianexis.com) OCT 8 · HOLLYWOOD REPORTER [Ellison: the two streamers become one](https://fabric-media.ghost.io/ellison-says-hbo-max-paramount-will-merge-contradicting-bloys/?ref=medianexis.com) OCT 8 · THE ANKLER [Paramount’s film chiefs inherit Warner Bros.](https://fabric-media.ghost.io/paramounts-untested-chiefs-now-inherit-warner-bros-too/?ref=medianexis.com) OCT 10 · THE ANKLER [190 series and 30 movies a year](https://fabric-media.ghost.io/ellison-pitches-skydance-as-a-content-spender-bigger-than-netflix-or-disney/?ref=medianexis.com) OCT 10 · DEADLINE [The co-CEOs call $80 billion manageable](https://fabric-media.ghost.io/skydance-co-ceos-defend-80-billion-debt-load-as-manageable/?ref=medianexis.com) OCT 10 · THE ANKLER [Bloys over Holland for streaming](https://fabric-media.ghost.io/ellison-picks-bloys-over-holland-to-lead-skydances-streaming-operation/?ref=medianexis.com) OCT 10 · ADWEEK [Askinasi takes ad sales; WBD’s sales chiefs exit](https://fabric-media.ghost.io/askinasi-to-lead-skydance-ad-sales-as-wbd-sales-chiefs-exit/?ref=medianexis.com) OCT 10 · THEWRAP [13.3% of all TV, a hair over YouTube](https://fabric-media.ghost.io/skydances-combined-tv-empire-edges-out-youtube-in-total-viewing-share/?ref=medianexis.com) OCT 12 · DEADLINE [Evan Shapiro: worth $29 billion](https://fabric-media.ghost.io/analyst-pegs-new-skydances-net-worth-at-29b-not-111b-wbd-price/?ref=medianexis.com) OCT 13 · MEDIAPOST [Ad revenue up modestly, to $21.6 billion at best](https://fabric-media.ghost.io/skydance-ad-revenue-seen-hitting-21b-by-2027/?ref=medianexis.com) OCT 16 · VARIETY [Under $40 billion, less than half its parts](https://fabric-media.ghost.io/skydances-market-cap-falls-under-half-what-wbd-and-paramount-were-worth-combined/?ref=medianexis.com) Six from the desk Measurement [Prime Video joins the broadcasters’ count in the UK](https://fabric-media.ghost.io/prime-video-to-join-barb-cflight-in-2027/?ref=medianexis.com) Advanced Television’s Nik Roseveare reports Prime Video is joining Barb CFlight in 2027, the first streaming service inside the UK’s unified TV measurement framework. In Britain the biggest streamer is joining the broadcasters’ currency rather than asking them to accept its own. Streaming [The talent agencies want a law making streamers buy half their shows from independents](https://fabric-media.ghost.io/top-talent-agencies-back-law-forcing-streamers-to-spend-50-on-indies/?ref=medianexis.com) Variety’s Todd Spangler reports CAA, WME and UTA founded the American Entertainment Alliance with producers including Blumhouse and Legendary, pushing legislation that requires streamers to spend half their content budgets on independent productions and returns licensing rights to producers. The agencies that sold the streamers their shows now want a statute to set the terms. Creators [The creator economy is splitting into Hollywood deals and programmatic buys](https://fabric-media.ghost.io/creator-economy-splits-into-hollywood-deals-and-programmatic-buys/?ref=medianexis.com) Digiday’s Kimeko McCoy reports Portal A co-founder Zach Blume sees top creators landing Hollywood-style brand integrations while nano and micro creators are bought like programmatic media. At the top a creator negotiates. Below it, a creator is inventory. Ad-tech [Apple adds LiveRamp, Permutive and ID5 to its Safari block list](https://fabric-media.ghost.io/biggest-news-no-one-is-talking-about-apple-blocking-trade-desk-liveramp-permutive/?ref=medianexis.com) ExchangeWire’s Dana Lee reports iOS 27 widened Apple’s block on data broker domains that do addressable ID matching: after The Trade Desk, ID5, Audigent, LiveRamp and Permutive went on the list this month. On Safari, the identity layer the open web buys on is Apple’s to switch off. Agencies [PepsiCo’s CEO says what the Publicis account bought: data](https://fabric-media.ghost.io/pepsico-ceo-praises-publicis-switch-gives-holdcos-a-wall-street-boost/?ref=medianexis.com) Digiday’s Seb Joseph reports PepsiCo CEO Ramon Laguarta told investors that handing its global media account to Publicis, worth an estimated $1.9 billion a year, lets PepsiCo invest “with much more data, much more granularity.” He talked about an agency the way a company talks about something it has bought. Retail media [Walmart takes its closed loop to linear TV, audio and CTV](https://fabric-media.ghost.io/walmart-connect-brings-closed-loop-measurement-to-linear-tv-audio-ctv/?ref=medianexis.com) MediaPost’s Laurie Sullivan reports Walmart Connect expanded its work with Warner Bros. Discovery, Spotify and Yahoo DSP, bringing its audiences and closed-loop measurement to live TV, streaming audio and CTV. In the week two networks were pulled back in, Walmart went further out. The rest of the week Measurement and ad-tech [Ritson called reach meaningless if nobody saw the ad](https://fabric-media.ghost.io/ritson-reach-is-meaningless-if-the-ad-was-never-actually-seen/?ref=medianexis.com) · [Comscore wants linear bought on intent, not age and gender](https://fabric-media.ghost.io/comscore-linear-tv-should-ditch-age-and-gender-for-buying-currency/?ref=medianexis.com) · [national linear revenue heads for $27.9 billion](https://fabric-media.ghost.io/mediapost-ctv-may-never-match-search-and-social-on-performance/?ref=medianexis.com) · [Vinted became TV’s No. 3 most-seen brand](https://fabric-media.ghost.io/vinted-is-now-tvs-no-3-most-seen-brand-since-april/?ref=medianexis.com) · [Sonic’s $7 deal outscored its quarterbacks](https://fabric-media.ghost.io/ispot-data-sonics-7-deal-not-celebrity-qbs-drives-nfl-ad-lift/?ref=medianexis.com) · [Omnicom and Vevo built a fandom metric](https://fabric-media.ghost.io/omnicom-and-vevo-build-a-brand-fandom-metric-around-music-super-fans/?ref=medianexis.com) · [Tom Weiss wants a lift study on every campaign](https://fabric-media.ghost.io/mx8-labs-tom-weiss-ai-will-make-research-cheaper-not-obsolete/?ref=medianexis.com) · [sports video ads neared 97% completion](https://fabric-media.ghost.io/sports-video-ads-near-97-completion-rate-emarketer-data-shows/?ref=medianexis.com) · [MS NOW was cable news’ only demo gainer](https://fabric-media.ghost.io/progressive-pop-ms-now-posts-lone-demo-gain-in-cable-news-down-week/?ref=medianexis.com) · [Magnite opened home screens to agents](https://fabric-media.ghost.io/magnite-opens-agentic-media-buying-for-ctv-home-screen-ads/?ref=medianexis.com) · [agentic buying moved small, real money](https://fabric-media.ghost.io/agentic-ad-buying-moves-from-pitch-to-small-real-dollars/?ref=medianexis.com) · [InterMedia buys CTV through Claude](https://fabric-media.ghost.io/how-agentic-buying-actually-works-in-ctv-via-one-early-adopter-agency/?ref=medianexis.com) · [Starling launched a CTV SSP](https://fabric-media.ghost.io/startup-starling-pitches-show-level-data-as-its-ctv-ssp-edge/?ref=medianexis.com) · [Meta sold Super Burst windows](https://fabric-media.ghost.io/meta-adds-premium-ad-formats-and-new-metrics-for-brand-campaigns/?ref=medianexis.com) · [Meta banned ByteDance’s ads in seven countries](https://fabric-media.ghost.io/meta-bans-bytedance-ads-across-its-apps-after-tiktok-safety-feud/?ref=medianexis.com) · [OpenAI targets what you ask, not who you are](https://fabric-media.ghost.io/openai-says-intent-not-identity-will-power-chatgpt-ad-targeting/?ref=medianexis.com) · [one search in ten now runs through AI tools](https://fabric-media.ghost.io/adweek-maps-11-best-funded-startups-chasing-ai-search-optimization/?ref=medianexis.com) Streaming [Witherspoon bought back Hello Sunshine at a steep discount](https://fabric-media.ghost.io/witherspoon-buys-back-hello-sunshine-from-candle-media-at-steep-discount/?ref=medianexis.com) · [streaming reached 60% of TV time](https://fabric-media.ghost.io/streaming-hits-60-of-tv-viewing-in-q2-inscape-finds/?ref=medianexis.com) · [CoComelon left Netflix for Disney+](https://fabric-media.ghost.io/cocomelon-leaves-netflix-for-disney-adds-dreamworks-movie/?ref=medianexis.com) · [kids’ orders fell from 196 to 88](https://fabric-media.ghost.io/streamers-kids-content-orders-plunge-55-since-2022-ampere-finds/?ref=medianexis.com) · [Rakuten TV took FAST to the U.S.](https://fabric-media.ghost.io/rakuten-tv-expands-fast-service-to-u-s-japan-and-middle-east/?ref=medianexis.com) · [Vurt grew to 675,000 users](https://fabric-media.ghost.io/vurt-bets-vertical-microdramas-belong-on-tv-not-just-phones/?ref=medianexis.com) · [home screen ads opened UK TV to smaller brands](https://fabric-media.ghost.io/roku-backed-uk-study-finds-home-screen-ads-boost-tvs-reach-and-appeal/?ref=medianexis.com) · [Netflix has used AI on 300 titles](https://fabric-media.ghost.io/netflix-says-ai-has-touched-300-titles-as-director-claims-40-budget-cuts/?ref=medianexis.com) · [Canadian shows drove $7 billion](https://fabric-media.ghost.io/canadian-streaming-shows-quietly-generate-7-billion-in-us-subscriber-revenue/?ref=medianexis.com) · [streaming takes $2.5 billion of midterm money](https://fabric-media.ghost.io/streaming-ads-set-to-pull-in-2-5-billion-this-midterm-cycle/?ref=medianexis.com) · [73% of advertisers plan to buy live sports streaming](https://fabric-media.ghost.io/survey-73-of-advertisers-plan-to-boost-live-sports-streaming-spend/?ref=medianexis.com) · [MIPCOM drew 10,000](https://fabric-media.ghost.io/mipcom-2026-youtube-tv-tension-skydances-market-test-banijays-us-push/?ref=medianexis.com) · [Bajaria has no regrets over Warner](https://fabric-media.ghost.io/netflixs-bajaria-no-regrets-over-losing-warner-bros-bid-to-skydance/?ref=medianexis.com) · [Channel 5’s profit fell 64%](https://fabric-media.ghost.io/skydances-channel-5-profit-falls-two-thirds-amid-streaming-spend-ad-slump/?ref=medianexis.com) · [CNN’s $1 billion goal needs 14 million subscribers](https://fabric-media.ghost.io/cnns-1-billion-subscription-goal-looks-nearly-impossible-analysis-finds/?ref=medianexis.com) Creators, agencies and retail media [top creators asked brands for equity](https://fabric-media.ghost.io/top-creators-are-cutting-brand-deals-demanding-equity-and-titles/?ref=medianexis.com) · [creators can sign away their own names](https://fabric-media.ghost.io/hollywoods-creator-deals-can-leave-talent-signing-away-their-own-ip/?ref=medianexis.com) · [brand YouTube engagement fell 26% to 38%](https://fabric-media.ghost.io/youtube-engagement-rates-fall-26-38-across-every-video-category/?ref=medianexis.com) · [Dhar Mann showed a nine-stage Creator City](https://fabric-media.ghost.io/dhar-mann-unveils-creator-city-studio-campus-monthly-series-pipeline/?ref=medianexis.com) · [Tara Walpert Levy wants creators run on ad tech](https://fabric-media.ghost.io/creators-need-cfo-grade-rigor-ex-youtube-exec-says/?ref=medianexis.com) · [Sony put a YouTube exec over Screen Gems](https://fabric-media.ghost.io/sony-taps-youtube-exec-to-turn-creators-into-screen-gems-filmmakers/?ref=medianexis.com) · [Disney signed Dude Perfect](https://fabric-media.ghost.io/disney-strikes-wide-creative-partnership-with-youtubes-dude-perfect/?ref=medianexis.com) · [Meta charged pages $49.99 to post links](https://fabric-media.ghost.io/meta-imposes-a-link-tax-on-facebook-pages-sparing-news-publishers-for-now/?ref=medianexis.com) · [Billion Dollar Boy made its first acquisition](https://fabric-media.ghost.io/billion-dollar-boy-buys-b2b-creator-shop-creator-authority-its-first-ever-acquisition/?ref=medianexis.com) · [Havas grew 7.2%](https://fabric-media.ghost.io/havas-posts-7-2-q3-revenue-growth-led-by-north-america-surge/?ref=medianexis.com) · [Stagwell landed ServiceNow](https://fabric-media.ghost.io/stagwell-lands-servicenow-in-largest-multi-agency-deal-in-its-history/?ref=medianexis.com) · [WPP named Tyler Turnbull](https://fabric-media.ghost.io/wpp-names-mccanns-tyler-turnbull-global-ceo-of-wpp-creative/?ref=medianexis.com) · [FTE billing still rules](https://fabric-media.ghost.io/agencies-push-performance-pay-but-fte-billing-still-rules/?ref=medianexis.com) · [agencies planned on synthetic consumers](https://fabric-media.ghost.io/agencies-lean-on-synthetic-consumers-for-media-planning/?ref=medianexis.com) · [consumer goods firms spent more per sale on ads](https://fabric-media.ghost.io/warc-consumer-goods-firms-raise-ad-to-sales-ratio-as-tech-giants-cut-theirs/?ref=medianexis.com) · [Fox took agentic buying toward the upfront](https://fabric-media.ghost.io/fox-pushes-agentic-ad-platform-toward-the-upfront/?ref=medianexis.com) · [Lowe’s brought in Ipsos](https://fabric-media.ghost.io/lowes-media-network-adds-ipsos-measurement-new-ad-partners/?ref=medianexis.com) · [Tesco put creators on store screens](https://fabric-media.ghost.io/tescos-retail-media-push-adds-creators-to-in-store-screens/?ref=medianexis.com) · [Amazon ad spend rose 15–40% before Prime Day](https://fabric-media.ghost.io/prime-day-pushes-amazon-ad-spend-further-up-the-funnel-into-dsp/?ref=medianexis.com) · [Radisson’s ChatGPT bookings beat organic search](https://fabric-media.ghost.io/radissons-chatgpt-plugin-converts-1-5x-better-than-organic-search/?ref=medianexis.com) |
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