Netflix has completed its 2026 upfront advertising sales process, confirming it hit its target of roughly doubling ad commitments as it pushes deeper into the advertising business. The streaming giant, now in its fourth year of selling ads after previously resisting the idea for over a decade, reaffirmed that it expects ad revenue to reach $3 billion in 2026, double the 2025 figure, underscoring how central advertising has become to its growth strategy.

Netflix's ad chief Amy Reinhard highlighted strong buyer interest in returning shows such as Bridgerton, Emily in Paris and Love Is Blind, alongside upcoming films including Narnia: The Magician's Nephew. Sports rights, including WWE Raw, NFL and MLB games, were also a major draw, with sponsorships for the 2027 FIFA Women's World Cup completely sold out and in-game inventory nearly gone. Netflix also unveiled new programmatic ad-buying tools, secured Media Rating Council accreditation for its Ads Suite, and announced plans for its first international upfront events in Mexico City, São Paulo, Tokyo, London and Paris, building on an ad tier that has grown to 250 million monthly users.