Netflix’s latest presentation unveils new tools, partnerships, and capabilities
Advertising capabilities are expanding for Netflix, with the streaming giant revealing upgraded tools and new pilots across agentic AI, and data-driven insights.
Netflix ads now reach over 250 million global monthly active viewers, many of which are “deeply engaged”, with over 80% of ad members actively watching each week, according to the streaming giant’s latest upfront presentation.
In its latest update, Netflix announced it will expand its ads plan into 15 new countries: Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, the Netherlands, New Zealand, Norway, Peru, Philippines, Poland, Sweden, Switzerland and Thailand – giving members more affordable plan choices and advertisers more opportunities to reach its audience.
“We’ve got cutting-edge technology, we’ve got great entertainment across shows, movies, podcasts, and live events, and we’ve got the most engaged and attentive audience. We’ve proven we’re effective, and now we’re expanding ads to more places and we’re ready to compete with anyone,” said Amy Reinhard, Netflix’s president of advertising, during the presentation.
Video podcasts and vertical videos came to mobile for the platform in April this year; for advertisers, new ad inventory will be available globally in 2027 across these formats.
Brand opportunities are also coming for Tudum, Netflix’s official fan site. Tudum generates over 24 million views every month, and the streaming platform is planning to offer more fan-first placement opportunities for brands to show up “where fandom is already thriving”.
“If the last couple of years were about proving we’re a durable player, this year is about establishing ourselves as a more formidable one,” said Reinhard. “We’ve proven we’re effective. We’re expanding ads to more places, and we’re ready to compete with anyone.”
Netflix Ads Suite
According to the streaming giant, the expansion of its Ad Suite will help clients plan better, streamline their processes, and drive results. The site is introducing an ‘Audience Insights API’ for advertisers to gain a deeper understanding of their audience’s behaviours.
Alongside this, ‘Reach Curve API’ will launch to support advertisers in accurately forecasting their campaign reach with Netflix’s insights to help deliver data-driven planning.
“Netflix is the only place that can leverage the best tech with the best shows and movies in the world. That’s why we built the Netflix Ads Suite — it’s the easiest and fastest way to deliver better capabilities, better measurement and more creative formats,” said Nicolle Pangis, Vice President of Advertising at Netflix.
Partners like Amazon Web Services (AWS) are also bringing better insights for advertisers, with agency partners like Dentsu, Horizon, and Omnicom designed to drive impact.
Further optimisation tools and programmatic audience targeting are being enabled for all ad-supported countries, and enhanced AI-driven features are being leveraged to help advertisers adapt and scale.
