The streaming giant is expanding beyond shows and films, entering a multibillion-dollar arena long dominated by traditional media brands.
After years of hesitation, Netflix is finally embracing a major pillar of the entertainment industry: merchandising. The move marks a strategic shift for the streaming giant, which historically relied almost entirely on subscriptions rather than supplemental revenue streams.
Netflix is now rolling out a full-scale consumer products strategy tied to its most successful franchises — from hit dramas and reality shows to anime and animated properties. The company plans to offer official apparel, collectibles, toys, books, gaming accessories, and branded collaborations, entering a global market valued at more than $300 billion annually.
The pivot mirrors a playbook long used by traditional media titans like Disney, Warner Bros., and NBCUniversal, whose theatrical releases and streaming titles are supported by massive retail ecosystems. Netflix’s entry into merchandising follows years of viral fan interest in shows like Stranger Things, Wednesday, Squid Game, and One Piece, all of which have driven unofficial merchandise sales.
Executives say the shift is a natural evolution of the brand. Recent successes — including Netflix-led pop-up stores, immersive experiences, and the global popularity of Netflix-owned IP — demonstrated the demand for physical tie-ins. Industry experts predict Netflix could generate hundreds of millions in new annual revenue if the strategy scales globally.
The move comes as Netflix strengthens its position in gaming, advertising, and live events — signaling a transition from pure streaming platform to full-spectrum entertainment company.
