Netflix has announced a major expansion of its advertising business and content slate at its fourth Upfront presentation, positioning itself as a stronger competitor in the global streaming and advertising market.
Amy Reinhard, President of Advertising at Netflix, said the company’s focus has shifted from proving the viability of its advertising business to establishing itself as a major player in the space.
Ad-tier hits 250 million viewers
According to the company, Netflix’s ad-supported tier now reaches more than 250 million global monthly active viewers, with over 80% of ad-tier members watching content every week.
The ad-supported plan will expand to 15 additional countries beginning in 2027, including Austria, Belgium, Colombia, Indonesia, Philippines and Thailand, among others.
Netflix attributed the engagement levels to its growing slate of originals and live programming, including upcoming titles such as Wednesday, The Night Agent, Happy Gilmore 2 and Stranger Things.
AI-powered advertising tools
Netflix highlighted the growing role of artificial intelligence in its advertising operations, saying it is using AI-driven tools to help brands create and optimise campaigns. The company is also testing AI agents for ad management and using AI to adapt advertiser assets for formats such as vertical video ads and pause ads.
The streamer said it has already tested AI-enhanced ad integrations with brands including DoorDash, Target and TurboTax, and plans to expand the capability across all ad-supported regions by the end of 2026.
New measurement capabilities
Netflix detailed new advertising and measurement capabilities through its Netflix Ads Suite. The company introduced Audience Insights and Reach Curve APIs for advertisers and expanded partnerships with companies including Amazon Web Services, Snowflake and Infosum for data collaboration technologies.
Live sports and major content announcements
Chief Content Officer Bela Bajaria announced several new projects, including drama series such as Barbaric, Myron Bolitar and The Retrievals, alongside films including Grown Ups 3 and A Matter of Time.
Netflix also confirmed the addition of The Westminster Dog Show to its live events lineup and announced expanded NFL coverage in 2026, including a regular-season game in Australia featuring the Los Angeles Rams and San Francisco 49ers.
Returning favourites
The company revealed renewals for several returning titles including Love is Blind, Quarterback and Running Point.
Among upcoming marquee titles for 2026 and beyond are new seasons of Bridgerton, Emily in Paris, Avatar: The Last Airbender and Outer Banks, along with films such as Enola Holmes 3, Extraction 3 and Narnia: The Magician’s Nephew.
The bigger picture
Netflix’s aggressive push into advertising comes as the streaming wars intensify. With live sports, AI-powered ad tools, and a packed content slate, the company is betting that its massive global audience will attract brands looking to move dollars from traditional TV to streaming.
As Reinhard put it, the focus is no longer on proving ad-tier viability – it is on dominating the space.
