The Rundown: Netflix’s subscriber growth sped up in Q4 2021 but fell short of expectations

Netflix added 8.3 million subscribers in the period — including 1.2 million in the U.S. and Canada — but missed its estimate by 200,000 subscribers. January 21, 2022 Last spring Netflix executives projected a strong second half of 2021. And the company delivered, although not to the extent that the dominant streaming service had hoped. Now Netflix has set relatively low expectations for the start of 2022. Read more below. - Netflix added 8.3 million subscribers in the period — including 1.2 million in the U.S. and Canada — [but missed its estimate by 200,000 subscribers](. - To get more comfortable in this new environment, some agencies [are getting involved in]( experimental projects to stake their claim to the metaverse. - [According to a report from agency Tinuiti,]( it clients increased their ad spend 32% YOY in Q4 on Facebook and its ever-growing cousin Instagram. - Until earlier this month, this year’s Sundance [was meant to be a hybrid festival]( with attendees returning to Park City to participate in-person as well as virtual elements for attendees to tune in online. - Pepsi [will promote its Super Bowl Halftime show]( with a newly launched app and a short film directed by F. Gary Gray. From our sister site, WorkLife: - With so many people switching jobs or even careers, having a well-considered LinkedIn profile can be more powerful than a resume when it comes to hiring. [Here are some tips]( on how to boost your profile. Other things to know about - Exclusive networking opportunity: [Join us at the Digiday Publishing Summit]( in Vail, CO March 28-30. We'll discuss how media companies are building and adapting their business models as we continue to navigate this Covid era. - Following a year of promising results from CTV advertising, [marketers are taking note of the channel’s unique capabilities for 2022](. Sponsored by MNTN. - [Keeping the complicated topic of maintaining customer and company privacy](, an ongoing conversation must not be overlooked. Sponsored by Dashlane. Top Stories [Business of TV]( [The Rundown: Netflix’s subscriber growth sped up in Q4 2021 but fell short of expectations]( Netflix added 8.3 million subscribers in the period — including 1.2 million in the U.S. and Canada — but missed its estimate by 200,000 subscribers. howdy! [Gaming & Esports]( [How (and why) agencies are adapting to stay relevant in the metaverse]( To get more comfortable in this new environment, some agencies are getting involved in experimental projects to stake their claim to the metaverse. [Sponsored by MNTN]( [A year of change for CTV brought transformation to brand and performance marketers]( Marketers now realize that CTV isn’t simply a brand awareness channel — it’s matured and earned a place in every marketer’s media plan. Advertisement howdy! [Marketing on Facebook]( [Tinuiti Report: Facebook still in hot demand with clients, despite Apple ATT hit]( According to a report from agency Tinuiti, it clients increased their ad spend 32% YOY in Q4 on Facebook and its ever-growing cousin Instagram. [Sponsored by Adobe]( [Webinar: Advancing data collection strategies]( Join this virtual event on January 27 at 1 p.m. ET for a deep dive into how teams can improve their data collection and management practices. howdy! [Brands in Culture]( ['Reach a totally different audience': With Sundance virtual once again, marketers pivot to online experiences]( Until earlier this month, this year’s Sundance was meant to be a hybrid festival with attendees returning to Park City to participate in-person as well as virtual elements for attendees to tune-in online. Advertisement [Sponsored by Distroscale]( [How streaming TV is elevating independent content creators]( With subscription streaming TV giants focusing on producing original content, independent content creators are turning to FAST platforms to reach audiences. howdy! [Brands in Culture]( [Pepsi launches app and short 'trailer' to hype Super Bowl halftime show]( The soft-drink giant will promote its Super Bowl Halftime show with a newly launched app and a short film directed by F. Gary Gray. howdy! [Beyond Ads]( [Axios schedules its largest in-person event for April (for now)]( Axios’ first hybrid event of 2022 will be a two-day summit tied to its What’s Next newsletter, and it is not allowing brands to buy virtual-only sponsorships. [All Latest Stories]( [Content & Commerce]( [How Leaf Group transitioned to being a commerce-dominant media company]( After its recent acquisition by Graham Holdings, Leaf Group's CEO Sean Moriarty said vertical-focused expertise is the best direction for continued growth. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](