Netflix has used generative AI in a TV show for the first time, in order to cut costs. AI was used to create a shot of a building collapsing in Buenos Aires in the new sci-fi show The Eternaut. A Netflix executive told analysts they used AI because it was cheaper and quicker than using other special effects.

The streaming giant's co-CEO told financial analysts that artificial intelligence tools are expanding creativity.

Netflix said AI was used to produce visual effects that appeared for the first time on screen in one of its original series, employing a technology that has been a source of anxiety throughout Hollywood.

Netflix's "Adolescence" topped the TV side and action comedy "Back in Action" was the most-viewed movie on the service in the first half of 2025.

While rival media companies are unloading assets and cutting costs, Netflix Inc. continues to thrive.The owner of the world’s most popular paid streaming service on Thursday reported second-quarter results that exceeded investor expectations in every major metric,

“We believe we can and will be choosy. We’ve got a great business. We’re predominantly focused on growing that organically, investing aggressively and responsibly into that growth, and returning excess cash to shareholders through share purchases. And I think you’ll see us continue on that path.”

The streaming giant's revenue rose 15.9% year over year to $11.08 billion, and earnings hit $7.19 per share.

Netflix's distribution deal with TF1 will be an "an opportunity to learn" and use new livestreaming and ad tech, Co-CEO Greg Peters said Thursday.

Early results are encouraging, outperforming pre-launch testing and demonstrating strong member interest in the new features,” Netflix says in its second-quarter letter to shareholders. About 50 percent of members have used it.