Netflix’s content investment strategy is seen as the key instigator for its growth, especially as Netflix invests more in local-language fare. In 2018, Netflix plans to spend $10 billion on content and marketing: $8 billion in content (both originals and licensed acquisitions), yielding 700 originals in total; and $2 billion on marketing, with Q1 marketing spend reaching $479 million, up 77% YoY. Going forward, more spend will go to producing original content or licensed originals as a percentage of overall investment, compared with spending on licensed content.
Source: Netflix impresses on subscriber growth in Q1 – Business Insider