At its 2025 Upfront presentation in New York, Netflix showcased the continued momentum of its ad-supported business, now reaching 40 countries and boasting 94 million users on the ad tier. The company emphasized its evolution into a global entertainment and advertising powerhouse, with scale, brand safety, and engaged audiences at the core of its pitch to marketers.
The company revealed that its ad-supported tier has more than doubled in reach over the past year and now accounts for over 40% of all new sign-ups in markets where the plan is available. In total, Netflix serves more than 270 million global households, and its ad tier alone represents one of the fastest-growing advertising platforms in streaming.
Amy Reinhard, Netflix’s President of Advertising, underscored the platform’s value proposition to brands. “In just 18 months, we’ve built an ads business that reaches 40 countries and 40 million global monthly active users,” Reinhard said. “We’ve done this by focusing on what we know works: investing in incredible entertainment and building better ads that are seamless and relevant to our members.” She added that Netflix delivers an audience that is "highly engaged, hard to reach, and in a great mindset — because they’ve come to Netflix to watch something they love."
Reinhard also highlighted the platform’s premium environment and brand safety, positioning Netflix as a standout choice for advertisers amid growing concerns around ad fraud and content adjacency. “Our members aren’t scrolling. They’re watching,” she said. “That means they actually see your ad — and what’s more, they enjoy the experience.”
Netflix has invested heavily in measurement and transparency to meet the expectations of modern advertisers. Reinhard announced that the platform is now working with more than 20 third-party partners to provide industry-standard audience verification and performance data. This includes measurement capabilities from Nielsen in the U.S., as well as support for third-party tags, expanded targeting options, and in-flight sponsorship opportunities.
As part of its push into premium advertising experiences, Netflix is launching its first live sports event — the Netflix Cup — and has already integrated advertising into live programming with events like “The Roast of Tom Brady.” Reinhard also previewed new formats like binge ads and engagement-based campaigns that reward viewers with ad-free episodes after watching a certain number of ads.
From a content perspective, Netflix continues to lead the global entertainment space with hits across every genre. The company stated that 90% of all U.S. members watch content from around the world, reinforcing its unique position to deliver cultural reach at scale. Over the past year alone, Netflix series and films made the weekly Top 10 in 93 countries. Series like “Griselda,” “Fool Me Once,” “3 Body Problem,” “The Gentlemen,” “Avatar: The Last Airbender,” and “Baby Reindeer” all topped charts globally, while films like “Lift,” “The Mother,” “Leo,” and “Damsel” were cited among the most successful in their categories.
The company also continues to invest in live programming and high-profile partnerships. During the presentation, executives reiterated their commitment to delivering the types of experiences that drive passionate engagement, such as unscripted content, global formats, and live specials.
As Netflix scales its ad-supported tier and expands global engagement, the company is positioning itself as not only a leader in streaming entertainment, but a premium platform for advertisers seeking reach, quality, and innovation in an increasingly fragmented media landscape.
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