Netflix to add 3 more NFL games, expand ad plan to 15 more countries

Netflix’s advertising ambitions are going even more global. It’s expanding its ad plan to 15 new countries in 2027, the streaming giant announced at its upfront event on Wednesday.

Viewers in Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, Netherlands, New Zealand, Norway, Peru, Philippines, Poland, Sweden, Switzerland and Thailand will be added to the 12 countries where the plan is currently available.

The streamer is also adding three more NFL games to its docket, including the league’s first-ever game in Australia and the first-ever Thanksgiving Eve game. Netflix will stream five NFL games a year through 2029.

Netflix’s ad tier boasts 250 million active viewers every month, with 60% of new subscribers choosing the ad plan. And the streaming giant said 44% of members who see an ad on Netflix don’t see it anywhere else, giving it immense incremental reach.

Further, Netflix reports it’s set to reach its goal of doubling ad revenue to $3 billion this year.

“If the last couple of years were proving we’re a durable player, this year is about establishing ourselves as a more formidable one,” Amy Reinhard, Netflix’s president of advertising, said during the upfront event. “We’re ready to compete with anyone.”

Boosting advertising tools

Netflix is also making massive upgrades to its measurement suite, from conversion outcomes to a geo-lift solution that’s able to tell if people actually bought a product. And because it’s the upfronts, the cast of Emily in Paris announced the new product, even going into the complexities of programmatic. Netflix will now offer ads inserted dynamically within live events and pause ads programmatically.

“A lot of people think of us as a place to build your brand,” said Nicolle Pangis, Netflix’s vice president of advertising. “And we are very good at doing that. But we also drive results down the funnel. It’s no surprise that ads on Netflix drive greater attention, more brand awareness, higher engagement and more search and web visits. But they also drive higher sales lift, purchase intent and return on ad spend compared to our competitors.”

In on the AI race

The streamer is also fine-tuning its AI strategy by testing agents to manage, optimize and buy ads. Personalized ad loads and frequency caps are being tested to automatically adjust based on viewing habits.

“It’s still early, but this technology is going to create deeper and more seamless integrations,” Reinhard said. “And AI is already making advertising with Netflix easier and more efficient.”