Dive Brief: 

• Netflix has grown its subscriptions over its target of 50 million to 54.5 million — a 33% growth over last year. 
• In order to hit these numbers, the streaming service had to increase marketing spend by 59% year-over-year for the last quarter.
• Increased competition in the streaming industry and an expansion outside the U.S. — like this gif campaign in France — have driven the extra marketing dollars. 

Dive Insight: 

Netflix was at the forefront of the streaming revolution and in many ways has changed the way people consume TV and movies. At some point, however, the novelty wears off and the competition becomes stiffer. That's when marketing budgets have to increase to maintain market share.