Netflix says 2026-27 upfront ad commitments nearly doubled, targets $3B
Amy Reinhard, Netflix's president of advertising, said the company's ad commitments for the 2026-27 TV season nearly doubled during upfront negotiations, matching internal expectations. Netflix is targeting $3 billion in ad revenue for the full 2026 calendar year, double the $1.5 billion it booked in 2025. Reinhard did not disclose specific volume or pricing figures, but named Love Is Blind, Big Mistakes, Bridgerton, Emily in Paris, Nobody Wants This, Running Point and the upcoming film Narnia: The Magician's Nephew as titles in high demand. Sports inventory drew strong interest too, led by NFL games plus WWE and MLB, and Reinhard said sponsorships for the 2027 FIFA Women's World Cup are sold out with in-game inventory nearly gone. The Media Rating Council granted Netflix Ads Suite its first accreditation, covering reporting of U.S. in-stream video impressions across connected TV, mobile app and desktop web.
Buyers who locked upfront deals face CPMs that run $25 to $65 or higher on Netflix, with NFL games at the top of that range and hits like Wednesday, Stranger Things and The Night Agent commanding $45 to $55 on the strength of engagement. The MRC accreditation gives planners independently verified impression data to weigh against other CTV and streaming inventory, and programmatic access through Google Display & Video 360, Amazon, Yahoo and The Trade Desk, including pause ads, makes it easier to fill remaining budget outside the upfront window.