Netflix said it nearly doubled its advertising commitments at its 2026 US Upfront, closing deals with partners across all major agency groups, as demand for its programming and advertising technology remained strong.

The streaming platform said earlier this week that the Upfront demonstrated that “advertisers are more excited than ever to work with Netflix”, citing its engaged audiences, ad technology platform and slate of series, films and live events.

According to the streamer, US’ Media Rating Council (MRC) has granted Netflix Ads Suite its first accreditation, covering the processing and reporting of US in-stream video impressions across connected TV, mobile app and desktop web, Netflix said.

The Media Rating Council is a non-profit industry group created in 1963 following US Congressional hearings. It sets measurement rules and audits research companies to ensure audience data for television, radio, print and digital advertising is valid, reliable and honest.

Dwelling on the ad upfront, Netflix said advertisers showed strong interest in returning titles including ‘Love Is Blind’, ‘Big Mistakes’, ‘Bridgerton’, ‘Emily in Paris’, ‘Nobody Wants This’ and ‘Running Point’, as well as upcoming feature film ‘Narnia: The Magician’s Nephew’.

Live programming also drew continued interest, including marquee NFL games, WWE and MLB events. Demand for sponsorships around the 2027 FIFA Women’s World Cup was “extremely high”, with Netflix saying it had sold out game sponsorships and was close to selling out available in-game inventory.

Netflix also highlighted upgrades to its Netflix Ads Suite, including expanded programmatic buying through Google Display & Video 360, Amazon, Yahoo and The Trade Desk.

Its Pause Ads format is now available for programmatic purchase across all DSPs, while the platform has added AI-powered creative tools to generate Pause Ads from existing assets.

The company said its Conversion, Reach and Audience APIs are also being used to optimise advertising buys in real time, while new interactive formats include ‘Send to Phone’ and Frame Ads.

It will next take its Upfront presentation internationally, with events planned in Mexico City, São Paulo, Tokyo, London and Paris in the coming months.