Netflix’s ad-supported tier hits 94M users with big upgrades on the way

At its May 14 Upfront presentation in New York, Netflix unveiled a major expansion of its advertising strategy, highlighting the growth of its ad-supported tier, which now reaches over 94 million monthly active users globally.

Amy Reinhard, Netflix’ president of advertising, introduced the Netflix Ads Suite, a proprietary advertising platform now live in the US and Canada, with rollout to EMEA next week and all 12 ad-supported markets by June.

‘By controlling our own ad tech, we’ll be able to deliver newer tools, better measurement, and more creative formats,’ said Reinhard.

The Ads Suite offers enhanced data integration, allowing advertisers to match their first-party data with Netflix audiences via LiveRamp or directly. Netflix also announced partnerships with Experian and Acxiom, as well as a ‘clean room’ environment for secure data collaboration.

Netflix is also launching its own first-party measurement tools, beginning with brand lift metrics that link ad exposure to shifts in consumer perception and behaviour.

Reinhard also previewed AI-driven ad formats coming in 2026, including interactive midrolls and pause screens. These new formats will allow for personalised overlays, calls to action, and second screen engagement tailored to individual viewers.

CMO Marian Lee announced new co-branded campaigns with Wendy’s, Cheetos, and Booking.com tied to the return of Wednesday, promising advertisers the same creative treatment Netflix gives its own shows.

‘It’s all about bringing stories to life in ways none of us can do on our own,’ Lee said.

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