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Netflix's Scary 90% Drop Was Actually Just a Stock Split That Changed Nothing

MarketDash Editorial Team
20 days ago
Netflix's stock appeared to crash 90% on Monday, but it was just a 10-for-1 split. For ETF investors, absolutely nothing changed except the math. Here's why portfolio managers barely noticed.

If you glanced at Netflix Inc. (NFLX) on Monday morning and saw the stock down 90%, you might have thought the streaming giant had somehow imploded over the weekend. It hadn't. The company executed a 10-for-1 stock split, taking the share price from roughly $1,140 down to about $110. Everyone who owned one share before now owns ten. The total value of their investment? Exactly the same.

This is the kind of thing that looks dramatic on a chart but means absolutely nothing in economic terms. It's like exchanging a ten-dollar bill for ten singles. You still have ten bucks.

For ETFs holding Netflix, the split was even less eventful. ETFs recalculate share counts and net asset values instantly when a new price hits the market. Because Netflix's market cap remained at approximately $467 billion, its weight in any index stayed precisely where it was. Share prices don't matter in market-cap-weighted indices. What matters is the total value of the company, and that didn't budge.

Netflix's Position in Major ETFs

The Communication Services Select Sector SPDR Fund (XLC) remains one of the largest ETF holders of Netflix. The stock continues to rank ahead of Meta Platforms, Inc. (META) and Alphabet Inc. (GOOGL) in the portfolio, maintaining roughly the same 59% weight it held before the split. Nothing moved.

The Vanguard Communication Services ETF (VOX) follows the same index methodology and handled the split as what it actually is: a routine structural change, not an economic event. The fund transitioned without any drama whatsoever.

Growth-oriented internet funds like the Invesco NASDAQ Internet ETF (PNQI) and the First Trust Dow Jones Internet ETF (FDN) hold concentrated stakes in large-cap digital and streaming companies. For them, a stock split is pure bookkeeping. They update their NAVs automatically, and life goes on.

What Netflix Is Actually Up To

While the split grabbed headlines, Netflix has been busy making actual business moves. The company posted revenue of $11.51 billion in Q3 2025, up 17% year-over-year. That growth came from subscriber gains, pricing adjustments, and rapidly expanding advertising revenues.

The ad-supported tier is already live in major markets including the United States, United Kingdom, Japan, and Germany, and it's scaling quickly. Netflix says it's rolling out AI-powered ad formats designed to improve targeting and creative placement, which could make the ad business even more lucrative.

There's also a push into experiential entertainment. Netflix recently unveiled "Netflix House," a 100,000-square-foot immersive space built around its biggest shows. Think Stranger Things and Wednesday themed experiences, complete with VR, dining, and a theater. It's a physical extension of the brand in a way that feels both ambitious and slightly surreal.

On the content side, Netflix claims record engagement in markets like the US and UK, anchored by hits such as K-Pop Demon Hunters. Content remains the company's North Star, and the numbers suggest people are still watching.

The Secondary Effects Worth Watching

Stock splits don't change ETF weightings, but they can influence trading behavior around the underlying stock. A lower share price tends to draw more retail investors, especially those who prefer buying whole shares instead of fractional ones. That can lift daily trading volumes, which improves liquidity in ETFs that hold Netflix as a major position.

Lower per-contract prices in the options market can also spark additional hedging and speculation. That sometimes nudges volatility higher, something active managers might keep an eye on. But for passive ETF investors, these are minor ripples, not waves.

Monday's "90% crash" was pure optics. ETFs treated it exactly as they should have: as a non-event. Allocation levels didn't shift, valuations didn't change, and the portfolio mechanics worked exactly as designed. For anyone holding Netflix through an ETF, this split is a headline with zero consequences.

Back to News

Netflix's Scary 90% Drop Was Actually Just a Stock Split That Changed Nothing

MarketDash Editorial Team
20 days ago
Netflix's stock appeared to crash 90% on Monday, but it was just a 10-for-1 split. For ETF investors, absolutely nothing changed except the math. Here's why portfolio managers barely noticed.

If you glanced at Netflix Inc. (NFLX) on Monday morning and saw the stock down 90%, you might have thought the streaming giant had somehow imploded over the weekend. It hadn't. The company executed a 10-for-1 stock split, taking the share price from roughly $1,140 down to about $110. Everyone who owned one share before now owns ten. The total value of their investment? Exactly the same.

This is the kind of thing that looks dramatic on a chart but means absolutely nothing in economic terms. It's like exchanging a ten-dollar bill for ten singles. You still have ten bucks.

For ETFs holding Netflix, the split was even less eventful. ETFs recalculate share counts and net asset values instantly when a new price hits the market. Because Netflix's market cap remained at approximately $467 billion, its weight in any index stayed precisely where it was. Share prices don't matter in market-cap-weighted indices. What matters is the total value of the company, and that didn't budge.

Netflix's Position in Major ETFs

The Communication Services Select Sector SPDR Fund (XLC) remains one of the largest ETF holders of Netflix. The stock continues to rank ahead of Meta Platforms, Inc. (META) and Alphabet Inc. (GOOGL) in the portfolio, maintaining roughly the same 59% weight it held before the split. Nothing moved.

The Vanguard Communication Services ETF (VOX) follows the same index methodology and handled the split as what it actually is: a routine structural change, not an economic event. The fund transitioned without any drama whatsoever.

Growth-oriented internet funds like the Invesco NASDAQ Internet ETF (PNQI) and the First Trust Dow Jones Internet ETF (FDN) hold concentrated stakes in large-cap digital and streaming companies. For them, a stock split is pure bookkeeping. They update their NAVs automatically, and life goes on.

What Netflix Is Actually Up To

While the split grabbed headlines, Netflix has been busy making actual business moves. The company posted revenue of $11.51 billion in Q3 2025, up 17% year-over-year. That growth came from subscriber gains, pricing adjustments, and rapidly expanding advertising revenues.

The ad-supported tier is already live in major markets including the United States, United Kingdom, Japan, and Germany, and it's scaling quickly. Netflix says it's rolling out AI-powered ad formats designed to improve targeting and creative placement, which could make the ad business even more lucrative.

There's also a push into experiential entertainment. Netflix recently unveiled "Netflix House," a 100,000-square-foot immersive space built around its biggest shows. Think Stranger Things and Wednesday themed experiences, complete with VR, dining, and a theater. It's a physical extension of the brand in a way that feels both ambitious and slightly surreal.

On the content side, Netflix claims record engagement in markets like the US and UK, anchored by hits such as K-Pop Demon Hunters. Content remains the company's North Star, and the numbers suggest people are still watching.

The Secondary Effects Worth Watching

Stock splits don't change ETF weightings, but they can influence trading behavior around the underlying stock. A lower share price tends to draw more retail investors, especially those who prefer buying whole shares instead of fractional ones. That can lift daily trading volumes, which improves liquidity in ETFs that hold Netflix as a major position.

Lower per-contract prices in the options market can also spark additional hedging and speculation. That sometimes nudges volatility higher, something active managers might keep an eye on. But for passive ETF investors, these are minor ripples, not waves.

Monday's "90% crash" was pure optics. ETFs treated it exactly as they should have: as a non-event. Allocation levels didn't shift, valuations didn't change, and the portfolio mechanics worked exactly as designed. For anyone holding Netflix through an ETF, this split is a headline with zero consequences.