At the 2025 upfront event, Netflix highlighted its rapidly expanding ad tier, now boasting 94 million global monthly active users, with American users spending an impressive 41 hours monthly. Amidst a significant user increase, Netflix is rolling out its in-house adtech globally, namely the Ads Suite, aiming to improve targeting and measurement capabilities for advertisers. With competitive attention metrics, Netflix asserts that viewers engage with mid-roll ads almost as much as with the content, showcasing its innovative approach to advertising in streaming.
Netflix has now reached 94 million global monthly active users, with ad tier members in the U.S. spending 41 hours per month on the platform.
Attention to mid-roll ads is impressively on par with shows and movies, showcasing the ad tier's growing engagement compared to competitors.
In-house adtech, like Netflix's Ads Suite, is now live in the U.S. and Canada, with plans to roll out in other ad-supported countries soon.
Greg Peters highlighted advancements in ad targeting and measurement, including the use of customer data and machine learning optimization for advertiser benefits.
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