Netflix has said its advertising tier now reaches more than 250 million monthly active viewers globally, as the company continues to expand the commercial side of its streaming business.
The figure was shared as part of Netflix’s ongoing push to position its ad-supported offering as a larger part of global media budgets. The company also indicated that the ad-supported tier is set to expand into additional countries from 2027, including markets in the Asia-Pacific region.
Alongside the audience update, Netflix has been testing AI tools for ad management and creative adaptation, including capabilities that can adjust assets for different formats and match creative to specific shows. Contextual advertising options already tested with advertisers such as DoorDash and Target are expected to roll out more widely.
The combination of scale and new buying tools is meant to make Netflix a more routine part of agency media plans rather than an experimental channel.
Source: Netflix Upfront and company statements.
