As they seek to bring in more subscribers.
At their recent upfront presentation, Netflix’s President of Advertising, Amy Reinhard, disclosed upcoming plans of the streaming giant.
“If the last couple of years were about proving we’re a durable player, this year is about establishing ourselves as a formidable one,” she teased the upcoming plans of the company.
Speaking to advertisers, she noted that the ad-supported plan is now reaching more than 250 million global monthly active viewers.
It added that these viewers are deeply engaged, with over 80% of ads members actively watching every week, attributed to its slate of shows like Wednesday, The Night Agent, Happy Gilmore 2, and Stranger Things.
In 2025, Netflix also had five times more Nielsen Top 10 originals than their nearest competitor.
In line with that, the company is now setting its sights to launching the ad-supported tier to more markets around the world starting in 2027.
Revealed at the event were a list of 15 countries that includes the Philippines, together with Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, the Netherlands, New Zealand, Norway, Peru, Poland, Sweden, Switzerland, and Thailand.
“We’ve got cutting-edge technology, we’ve got great entertainment across shows, movies, podcasts, and live events, and we’ve got the most engaged and attentive audience. We’ve proven we’re effective, and now we’re expanding ads to more places and we’re ready to compete with anyone,” said Reinhard as she noted how these affordable plan options give advertisers more opportunities to reach its audience.
Meanwhile, Netflix has also bideo podcasts arrived in early 2026, while vertical videos are now available on mobile.
For advertisers, new ad inventory across podcasts and vertical video will be available globally in 2027, the company added.
Its official fan site, Tudum, which generates more than 24 million views will also more “fan-first placements” to allow brands to show up where fandom is already thriving.
Meanwhile, the platform is now also offering AI-driven tooling to develop media plans that are based on brands’ objectives, as well as AI agents to manage, optimize, and purchase ads on Netflix.
New personalized ad loads and frequency caps that dynamically adjust the ads our members see, based on their viewing behaviors, are also being tested, added the streaming giant.