Netflix’s third Upfront event brought forward a wave of new advertising tools, audience insights, and content announcements that could redefine the way brands and viewers engage with the platform. Amy Reinhard, Netflix’s President of Advertising, took center stage to showcase the rapid growth of the streamer’s ad-supported plan, which now attracts over 94 million global monthly active users — including more 18-34-year-olds than any other U.S. broadcast or cable network.

According to a press note, Netflix’s ad-tier audience in the U.S. is not just growing — it’s deeply engaged, with members spending an average of 41 hours per month watching content on the platform. Reinhard noted that viewer attention starts and ends higher on Netflix compared to competitors, and even mid-roll ads command the same level of attention as the shows themselves.

In terms of advertising performance, Netflix ads boast 8x higher brand favorability, 162 percent higher sales per impression, and 3x higher purchase intent than the average connected TV (CTV) ad — data that underlines the platform’s value for advertisers.

Reinhard unveiled the Netflix Ads Suite, a new in-house advertising platform that blends high-end tech with premium storytelling. Now live in the U.S. and Canada, and rolling out to EMEA next week, the Ads Suite will be available in all 12 ad-supported countries by June. To highlight the platform’s targeting capabilities, Netflix enlisted ‘Emily Cooper from Emily in Paris’ played by Lily Collins — to explain that advertisers can now target more than 100 interests across 17 categories, including life stages.

“With control over our ad tech, we can roll out newer tools, better measurement, and more creative formats,” Reinhard said. “The Netflix Ads Suite taps into what makes Netflix unique — combining best-in-class entertainment and cutting-edge technology.”

The new suite offers enhanced data capabilities, allowing brands to match their first-party data via LiveRamp or directly with Netflix for sharper behavioral targeting. It also welcomes trusted partners like Experian and Acxiom into its new clean room strategy — a privacy-secured environment for planning, activation, and measurement.

Buying ad inventory is now easier and more flexible, with new deal types and programmatic options, while expanded measurement tools will soon include brand lift capabilities. In perhaps the most forward-looking update, Netflix debuted a modular ad framework using generative AI to weave ads into its storytelling universe. New interactive mid-roll and pause ads will include overlays, CTAs, and second-screen buttons — rolling out globally by 2026.

“The foundation of our ads business is in place,” Reinhard concluded. “We already have the most engaged audience anywhere, and now the pace of progress will only accelerate.”

Netflix’s Chief Marketing Officer Marian Lee also addressed advertisers “as both a buyer and seller,” promising creative collaboration and branding power. “With more than 700 million people watching globally, we’re uniquely positioned to put brands at the center of attention,” she said. New co-branded campaigns for the upcoming season of ‘Wednesday’ include partnerships with Wendy’s, Cheetos, and Booking.com.

Bela Bajaria, Netflix’s Chief Content Officer, highlighted a slate curated “not by time slots, but by taste.” Bajaria emphasized that Netflix aims to serve every mood, across languages and borders, and unveiled a thrilling lineup of new titles, including live sports, original films, scripted dramas, and reality series.

Live events will now include WWE every week, a Katie Taylor vs. Amanda Serrano rematch on July 11, and NFL Christmas Day games featuring the Dallas Cowboys vs. Washington Commanders and Detroit Lions vs. Minnesota Vikings.

Among the new scripted content:
‘The Body’, a gritty coming-of-age drama

‘All the Sinners Bleed’, about a Black sheriff hunting a serial killer

‘A comedy’ starring Dan Levy and Laurie Metcalf

A reimagined ‘Star Search’

‘PRIME TIME’, a docuseries on Deion Sanders

‘Here Comes the Flood’, starring Denzel Washington

‘Fight for ’84’, featuring Jamie Foxx

The event closed on a high note with star appearances from Jason Bateman, Jude Law, Charlize Theron, Kristen Bell, and the ‘Stranger Things’ cast, while the Dallas Cowboys Cheerleaders performed “Thunderstruck” from America’s Sweethearts — capping a presentation that put both content and creativity at the heart of Netflix’s evolving strategy.