Netflix Gets Closer: Closes 2026 US Upfront, Doubling Down on Ads Innovation

Today, we’re thrilled to share the successful conclusion of our 2026 Upfront in the US, closing deals with partners across all major agency partners. Netflix nearly doubled our ad commitments this year, in line with expectations.

This Upfront proved that advertisers are more excited than ever to work with Netflix, where they can access the most engaged audiences, with an ad tech platform built to drive results, all centered around series and films that never disappoint.

Our members continue to come back week after week, either enjoying a new season, watching their favorite video podcast, or catching the next can’t-miss live event.

That enthusiasm extends across our slate, as Upfront advertisers were eager to partner with us on returning favorites like Love Is Blind, Big Mistakes, Bridgerton, Emily in Paris, Nobody Wants This, and Running Point, as well as upcoming feature films including Narnia: The Magician’s Nephew.

We’ve also seen continued interest in our live events, like the marquee NFL games on Netflix, WWE, and MLB. Upfront demand for the 2027 FIFA Women’s World Cup was also extremely high, as we’ve sold out of game sponsorships and nearly sold out of all available in-game inventory.

This great momentum is amplified by the Netflix Ads Suite, which makes it easy for advertisers to buy with us, offering expanded flexibility, interactivity and reach. Recent highlights include:

• Programmatic Enhancements:

• CTV Marketplace and DSP-Initiated deals extend programmatic buying so that our partners can transact with Netflix through any of the demand-side platforms they already use across Google Display & Video 360, Amazon, Yahoo or The Trade Desk.

• Pause Ads, our highly popular format, are now available to buy programmatically across all DSPs. The Netflix Ads Suite also offers advertisers AI-creative tooling that generates pause ad formats from existing assets.

• Our Conversion, Reach and Audience APIs are in full swing, offering advertisers AI-driven tooling to drive even stronger results. We’re already seeing great traction, as these tools optimize buys in real time.

• Interactive Formats, we’ve recently expanded our interactive formats to include ‘Send to Phone’ and now offer Frame Ads, giving advertising partners a new single-canvas placement across their interactive ad to deepen engagement.

• Media Rating Council (MRC), we’re pleased to share that the Media Rating Council (MRC) has granted Netflix Ads Suite’s first accreditation. We’re proud to have been awarded accreditation across the processing and reporting of US in-stream video impressions amongst connected TV, mobile app, and desktop web.

As we close out this US Upfront, we’re thrilled to continue connecting with clients around the world in the coming months through our very first international Upfront events. We’ll bring impactful presentations to our partners in Mexico City, São Paulo, Tokyo, London, and Paris, and can’t wait to see what’s ahead.