Netflix says 2026 Upfront ad commitments nearly doubled

Netflix says advertising commitments from its 2026 U.S. Upfront nearly doubled from a year earlier, with the streamer closing deals across all major agency partners as it continues to expand its ad-supported business.

The company did not disclose the dollar value of the commitments but said the increase was in line with its expectations.

Advertisers committed spending across Netflix’s entertainment and live programming slate, including returning series such as “Love Is Blind,” “Bridgerton,” “Emily in Paris,” “Nobody Wants This” and “Running Point,” as well as the upcoming film “Narnia: The Magician’s Nephew.”

Live programming also attracted significant demand, according to Netflix, including its NFL games, WWE programming and MLB events.

Netflix said sponsorship packages for the 2027 FIFA Women’s World Cup have sold out, while nearly all available in-game advertising inventory has also been purchased. Netflix holds U.S. rights to the tournament as part of its growing push into live sports and events.

The company is also expanding the capabilities of Netflix Ads Suite, its advertising technology platform. Advertisers can now transact programmatically through Google Display & Video 360, Amazon, Yahoo and The Trade Desk using connected TV marketplace and demand-side platform-initiated deals.

Netflix’s pause ads are also available programmatically across supported DSPs. The company said its advertising platform includes artificial intelligence tools that can generate pause-ad creative from advertisers’ existing assets.

Netflix has also rolled out conversion, reach and audience APIs designed to optimize campaigns in real time. Interactive ad formats have expanded to include “Send to Phone” functionality and Frame Ads, which provide advertisers with a single-canvas interactive placement.

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The Media Rating Council has granted Netflix Ads Suite its first accreditation, covering the processing and reporting of U.S. in-stream video impressions on connected TVs, mobile apps and desktop web.

Netflix plans to follow its U.S. Upfront with its first series of international Upfront presentations in Mexico City, Mexico; São Paulo, Brazil; Tokyo, Japan; London, England; and Paris, France.