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Netflix says US ad commitments nearly doubled in upfront dealsNetflix says advertising commitments from its US Upfront partners nearly doubled this year, signalling continued growth in demand for its ad-supported offering as the streaming platform expands its advertising technology, interactive formats and live-event inventory.  Source: www.unsplash.com The streaming company said it had concluded its 2026 Upfront negotiations with partners across all major agency groups, with total ad commitments increasing significantly year on year. Netflix attributed the growth to advertiser interest in reaching its audiences alongside its programming slate, which includes returning series, films, video podcasts and live events. Among the returning titles attracting advertiser interest are Love Is Blind, Big Mistakes, Bridgerton, Emily in Paris, Nobody Wants This and Running Point. Upcoming feature films, including Narnia: The Magician’s Nephew, are also part of the platform's commercial offering. Live programming has emerged as another area of demand. Netflix said advertisers continued to show interest in its NFL games, WWE and MLB programming, while demand for inventory around the 2027 Fifa Women’s World Cup has been particularly strong. The platform said game sponsorships for the tournament have already sold out, with almost all available in-game inventory also committed. The strong Upfront performance comes as Netflix continues to build out its advertising infrastructure through the Netflix Ads Suite. Expanding programmatic buyingNetflix has expanded its programmatic capabilities through its CTV Marketplace and DSP-initiated deals, allowing advertisers to transact through demand-side platforms including Google Display & Video 360, Amazon, Yahoo and The Trade Desk. Its Pause Ads format is also now available for programmatic buying across these DSPs. Netflix said its Ads Suite includes AI-powered creative tools that can generate Pause Ads from advertisers' existing assets. The company is also rolling out Conversion, Reach and Audience APIs, which it says allow advertisers to use AI-driven tools to optimise campaigns and buying decisions in real time. Netflix has further expanded its interactive advertising formats, adding Send to Phone and Frame Ads. The latter provides advertisers with a single-canvas placement designed to support deeper interaction with audiences. The platform's advertising business has also received its first accreditation from the Media Rating Council (MRC), covering the processing and reporting of US in-stream video impressions across connected TV, mobile app and desktop web environments. |