NFLX Upfront Recap - Ad Tier Monthly Viewers Surpass 250MM, +32% Since Nov '25

Research evidence excerpt

NFLX Upfront Recap - Ad Tier Monthly Viewers Surpass 250MM, +32% Since Nov '25

anned markets include Austria, Belgium, Colombia, Indonesia & Thailand,

among others. The new countries comprise a total population of ~674MM, adding to the >1.2BN

population in the 12 existing ad tier markets. We est. the new combined total will comprise

roughly 90% of global total TV ad dollar spend (up from ~80% coverage in the current

markets). The ad tier will likely offer a lower starting price in most of the upcoming markets

(vs existing pricing in those markets), which should drive member growth and broadband

household penetration.

Mgmt. Highlights Expanded Ad Suite Offering, Including Additional Programmatic

Capabilities: Mgmt discussed multiple new features across the Netflix Ad Suite for campaign

planning and buying; the company's in-house solution previously completed a broad rollout in

mid '25 and has since been expanding capabilities.

For ad planning, mgmt. highlighted i) a new Audience Insights API that provides details around

audience viewing behaviors and characteristics; ii) Reach Curve API to help clients forecast

campaign reach; and iii) Broader tech integrations, including cloud partners (Snowflake, AWS,

and Infosum) as well as agency partners (Dentus, Horizon, Omnicom, PMG, and Tinuiti).

For ad buying, NFLX is adding new programmatic features and formats, including Pause

and Live Ads; these formats can now be purchased via various demand side platform (DSP)

partners, with availability in all ad tier markets by year-end (incl UCAN by the summer). In

addition, Netflix is adding programmatic audience targeting on Amazon DSP (by June 1) and

via Yahoo's DSP in coming months.

Netflix Upcoming Slate Highlights Broad Originals Strategy, Alongside Expanded Live