Netflix (NFLX, Financials) will broadcast the much-anticipated Mike Tyson-Jake Paul boxing battle on Friday night, marking a milestone in its live programming strategy.

Unlike the pay-per-view approach usually used by rivals like Warner Bros. Discovery's (WBD, Financials) HBO, the fight will be offered to Netflix's 280 million members at no extra cost.

Based on Netflix's worldwide reach and seamless accessibility, analysts at J.P. Morgan (JPM, Financials) believe the event might become the most-watched boxing fight in history. The company expects the game to favorably affect Netflix's Q4 financial results by increasing overall viewers, additional ad-tier members, and advertising income.

The fight marks a larger drive by Netflix to include live programming into its platform; a move experts believe to be part of its approach to finding sustainable earning sources outside its current content offers.

Apart from live activities, Netflix's advertising division is expanding quickly. Up from 40 million in Maya 75% increasethe network has attained 70 million monthly active users worldwide in its ad-supported tier two years after its introduction. Before the NFL Christmas games, Netflix disclosed a relationship with Nielsen to deliver live ratings, revealing selling out of its in-game advertising space.

For the widely awaited second season of "Squid Game," Netflix has worked with sponsors in its twelve ad-supported territories, including the South Korean brand Kia. The business also revealed further developments in its ad technology; Canada users are now taking advantage of Netflix's advertising capabilities. By 2025, a worldwide deployment will include areas in Europe, Australia, Japan, and Korea.

Starting with WWE's January debut, Netflix has also teamed with VideoAmp in the United States to track cross-screen and live viewing. With intentions to grow to other important areas over the coming year, the business has allowed programmatic assured purchases in North America and Brazil.

Netflix shares are down 1.7% on Friday morning, changing hands for $822.80, as investors take stock of the long-term effects of its move into live programming and advertising.

This article first appeared on GuruFocus.