"Netflix, in a letter to shareholders, reported its best ad sales quarter to date in Q3 2025 and said it is on track to more than double its ad revenue in 2025. Its U.S. upfront commitments doubled during the period and Netflix Ad Suite was deployed across all 12 of its ad markets, the company said. Netflix executives detailed priorities for its advertising offering, including improving ways to buy, target and plan campaigns and using artificial intelligence (AI) to test dozens of ad formats."
"Netflix executives said the company is now in the "walk" phase of its "crawl-walk-run" framework for advertising as it has achieved scale and rolled out its first-party ad tech stack in the 12 ad markets it serves. After its best quarter for ad sales to date, the company is set to double ad revenue in 2025 - albeit from a small base, compared to subscription revenue - as U.S. advertisers up their commitments to the platform. Netflix generated around $650 million in U.S. advertising revenue in 2024, implying at least $1.3 billion in U.S. ad revenue in 2025, per Madison and Wall estimates."
Netflix achieved its strongest quarterly ad sales in Q3 2025 and expects to more than double advertising revenue in 2025. U.S. upfront advertiser commitments doubled, and Netflix Ad Suite is deployed across all 12 of its ad markets. Executives prioritized improving ways to buy, target, and plan campaigns and using AI to test dozens of ad formats. The company describes its ad program as in the "walk" phase, having rolled out a first-party ad tech stack and gained scale. Programmatic advertising growth and an engaged audience underpin confidence in continued ad-revenue expansion.
Read at Marketing Dive
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