Netflix spends about 10% of revenue on its platform. What about everyone else?

Live from Streaming Made Easy Live with Bedrock, the DPP and NRK, on the metric that puts a price on scale.

Sep 17, 2026

“I didn’t think that the streaming platform would be “cheaper” than the broadcast platform.”

Bjarne Andreas Myklebust, NRK

We recorded this week’s Media Odyssey Podcast live on stage at Streaming Made Easy Live. Evan Shapiro and I were joined by Jonas Engwall, CEO of Bedrock Streaming, Rowan de Pomerai, CEO of the DPP, and Bjarne Andre Myklebust from NRK. We talk a lot about what streamers spend on content. We rarely talk about what they spend on product and tech.

Bedrock and the DPP built a metric for it, the Streaming Platform Ratio: the share of streaming revenue spent building and running the platform. Make $10 million, spend $2 million and you’re at 20%. The DPP estimates Netflix at around 10%. 16 platforms, mostly European, shared their numbers anonymously.

Bjarne’s line makes sense once you hear NRK’s side. Almost 90% of his budget still goes on traditional networks like DTT, while 20 to 25% of viewing already happens on NRK’s streaming platform.

The results come back to the point Jonas has made for years: scale. Rowan split the platforms by revenue and put a figure on what scale is worth.

We also get into build vs buy (Bjarne picks a side), vertical feeds on premium services, and NRK's first microdrama, 21 Dager: 21 episodes about a woman with 21 days left to live, released daily on TikTok and Instagram and in full on NRK TV. It comes from a self-described broadcast guy who used to hate vertical.