Netflix (NFLX) shares rose about 3% on Thursday after the streamer announced it had doubled its overall ad commitments during this year’s US Upfront and finalized deals with all major holding companies and independent agencies.
Amy Reinhard, president of Netflix advertising, said the results were in line with expectations, with brands eager to align with the platform’s upcoming slate, which includes the final season of “Stranger Things” and new seasons of “Bridgerton,” “Emily in Paris,” and “Nobody Wants This.”
“We are committed to building a long-lasting ads business that not only drives impactful return on investment for our clients but also offers an entertaining and relevant experience for our members around the world,” Reinhard said in a company blog post.
Netflix executives are doubling down on their ad-supported tier as a key engine for future growth. On last month’s second quarter earnings call, CFO Spencer Neumann said ad sales are showing “nice momentum,” with the company expecting ad revenue to roughly double to about $3 billion in 2025.
The push comes as Netflix continues to grow its ad tier audience, which hit 94 million global monthly active users, up from 70 million in November. Earlier this year, the streamer hiked prices across several US plans, including its ad-supported offering, which is still among the cheapest options at $7.99 per month.
Netflix co-CEO Greg Peters noted that retention remains “stable and industry-leading” while overall engagement remains strong. Recent price hikes, he said, have performed in line with expectations, reinforcing Netflix’s confidence in its monetization strategy even as the company keeps a close eye on broader consumer sentiment.
