Netflix has closed another successful U.S. Upfront, securing deals with all major holding companies and independent agencies. According to the company, overall commitments more than doubled compared to the previous year, with growth recorded across all key advertiser categories, including Retail, CPG, Telco, Health & Wellness, Entertainment, and Tech.
Advertisers are showing strong interest in Netflix’s 2025–2026 slate, which features the final season of “Stranger Things” and new seasons of “Bridgerton,” “Emily in Paris,” “Nobody Wants This,” and “Running Point.” The platform has also secured partners for new series such as the “Untitled Will Ferrell Golf Series.”
Live programming is a major driver of advertiser engagement, with titles such as “WWE Raw” and “NFL Christmas Gameday” attracting significant sponsorship interest. DoorDash has signed on as presenting sponsor for the 2025–2026 season of “WWE Raw.” For Netflix’s two NFL games this December, all available in-game inventory has sold out, with Accenture, FanDuel, Google, and Verizon confirmed as sponsors for in-game and broadcast features.
Advertisers are also embracing the enhanced capabilities of the “Netflix Ads Suite,” announced in May, which offers improved data insights, expanded buying and measurement solutions, and new creative formats. Programmatic growth continues with the recent integration of Yahoo DSP, launching globally in October, and the expansion of measurement capabilities with iSpot in the U.S., which now includes attribution measurement alongside reach and frequency.
Internationally, Netflix has strengthened its measurement partnerships. In APAC, it became the first global streamer to have its audience measured by Australia’s OzTAM. In Brazil, the company has integrated with Kantar IBOPE Media to validate campaign audiences, offering advertisers insights into reach and cross-media effectiveness.
On the targeting front, Netflix has expanded its language targeting to eight languages—English, Spanish, French, German, Italian, Japanese, Korean, and Portuguese—across all ad-supported countries. This enables advertisers to reach audiences based on their watch history or chosen viewing language, increasing inclusivity and relevance.
The company emphasized its long-term vision for its advertising business, aiming to deliver both strong ROI for clients and engaging, relevant experiences for members worldwide. As Netflix approaches its third year in the advertising market, it positions itself as a “must-buy” platform, leveraging leading technology and premium content across series, films, and live events.