Netflix said it has closed its U.S. upfront, doubling the prior year’s level of commitments by ad buyers and again selling out its two Christmas Day NFL games.
The streaming giant said it sealed deals with all major holding companies as well as independent media agencies. It declined to offer any details about rates or total revenue. While advertising has been projected as a multi-billion-dollar revenue opportunity since Netflix began running ads in 2022, the company has not broken out ad revenue as a line item in its financials.
In announcing the level of commitments, Netflix said the doubling from the prior year was “in line with our expectations.”
Year-over-year growth was noted in categories including retail, consumer packaged goods, telco, health and wellness, entertainment and technology.
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At its upfront presentation to media buyers last May in New York, Netflix touted standout titles on its 2025-26 slate. Marquee titles include Bridgerton, Emily in Paris, Nobody Wants This and the last season of Stranger Things. Another draw for ad buyers was Untitled Will Ferrell Golf Series, the company said.
WWE Raw, which started streaming live last January as a multi-year rights deal kicked in has helped the ad effort, as has a three-year deal for the NFL doubleheader on Christmas. For the latter, in-game inventory is sold and Accenture, FanDuel, Google, and Verizon have signed on to sponsor in-game and broadcast features.
Amy Reinhard, President of Advertising at Netflix, also said the company’s in-house ad tech, new data and measurement capabilities and innovative formats helped drive sales.
“We are committed to building a long-lasting ads business that not only drives impactful return on investment for our clients but also offers an entertaining and relevant experience for our members around the world,” Reinhard wrote in a blog post. “As we head into our third year of business this fall, we can’t wait to continue to deliver a must-buy opportunity with leading technology centered around our must-watch Netflix series, films, and live events.”