Netflix held its first UK Upfront in London, where it outlined the next phase of its advertising business and announced expansion of the ad-supported plan.
According to the company’s announcement, the ad-supported tier will launch in nine additional EMEA countries on 1 March 2027: Austria, Belgium, Denmark, Ireland, the Netherlands, Norway, Poland, Sweden and Switzerland. Updates to the Netflix Ads Suite include new data collaboration tools, expanded targeting (including income and household composition), and Pause Ads becoming available programmatically through partner DSPs.
Ed Couchman, Head of Advertising UK, said: “The point is, we’re not the small challenger in this market anymore. Your customers are watching Netflix — and they’re not going anywhere. The only question is whether your media plans went with them.”
Amy Reinhard, President of Advertising, added: “The magic of Netflix is the ability to marry art and science. The shows and movies people know and love, and the technology to reach them with the right message at the right time.”
The event also included content announcements and positioned Netflix as a more established part of UK and European media plans.
Source: Netflix Newsroom.
