Netflix More Than Doubles US Upfront Commitment and Secures Global Clients For Upcoming Titles

Amy Reinhard, President, Advertising

We’re excited to close another successful Upfront in the US, finalizing deals with all major holding companies and independent agencies. This year, we more than doubled our overall commitments, which is in line with our expectations, and saw year-over-year growth across all key categories like Retail, CPG, Telco, Health & Wellness, Entertainment and Tech. 

Advertisers are eager to engage with Netflix’s upcoming 2025-2026 slate, including the final season of Stranger Things and new seasons of Bridgerton, Emily in Paris, Nobody Wants This and Running Point.  We also have partners on board for upcoming new shows like Untitled Will Ferrell Golf Series.

Clients are looking forward to Netflix’s live titles like WWE Raw and NFL Christmas Gameday. We’ve partnered with DoorDash as the presenting sponsor for the 2025-26 season of WWE Raw. For our two highly anticipated Netflix NFL games this December, we’ve sold out of all available in-game inventory and have closed sponsorships with multiple partners like Accenture, FanDuel, Google, and Verizon on in-game and broadcast features. 

This year, our clients are excited about the new features unlocked by the Netflix Ads Suite (as announced in May), including enhanced data capabilities, expanded buying and measurement solutions and new creative formats.

• Most recently, we announced our latest programmatic integration with Yahoo DSP (available to clients globally in October) and have expanded our programmatic measurement with iSpot in the US, now offering attribution measurement in addition to reach and frequency.
• We also continue to expand our international measurement partnerships, recently securing our first partner in APAC with Australia’s OzTAM. This makes Netflix the first global streamer to have its audience measured and reported by the company. In Brazil, we recently integrated with Kantar IBOPE Media to validate campaign audiences, offering advertisers enhanced insights into individual reach and cross-media effectiveness.
• On the targeting side, we expanded our language targeting to support eight languages across Netflix’s ad-supported countries, extending from English and Spanish to French, German, Italian, Japanese, Korean, and Portuguese. Netflix now offers more inclusive and relevant targeting to our advertisers, reaching members based on their watch history or the language they choose to enjoy Netflix shows and movies.

We are committed to building a long-lasting ads business that not only drives impactful return on investment for our clients but also offers an entertaining and relevant experience for our members around the world. As we head into our third year of business this fall, we can’t wait to continue to deliver a must-buy opportunity with leading technology centered around our must-watch Netflix series, films, and live events.

(Source: Netflix)