Singapore – Netflix has announced a significant global expansion of its advertising business, confirming that its ad-supported subscription tier will launch in 15 additional countries by 2027.
The expansion includes markets across Europe, Asia, and South America, specifically targeting Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, the Netherlands, New Zealand, Norway, Peru, the Philippines, Poland, Sweden, Switzerland, and Thailand. The move is designed to provide consumers with lower-priced entry points while offering advertisers increased access to the platform’s growing audience.
Speaking at the company’s fourth Upfront presentation, Amy Reinhard, Netflix’s President of Advertising, stated, “If the last couple of years were about proving we’re a durable player, this year is about establishing ourselves as a formidable one.”
The streaming giant reported that its ad-supported tier now reaches more than 250 million monthly active viewers globally. Internal data also suggests high engagement levels, with over 80% of ad-tier members reportedly watching content on a weekly basis.
The company attributed this growth to a strong content slate, noting that in 2025, Netflix held nearly five times more Nielsen Top 10 original titles than its closest competitor.
“We’ve got cutting-edge technology, we’ve got great entertainment across shows, movies, podcasts, and live events, and we’ve got the most engaged and attentive audience. We’ve proven we’re effective, and now we’re expanding ads to more places, and we’re ready to compete with anyone,” added Reinhard.
To support this expansion, Netflix is increasing its reliance on artificial intelligence and machine learning to streamline the advertising process. New AI-driven tools are being introduced to help brands develop media plans and manage ad purchases.
The platform is also diversifying its inventory. Video podcasts and vertical video formats for mobile were introduced earlier this year, with ad placements for these formats expected to be available globally by 2027. Additionally, the company is testing AI-generated “pause ads” and dynamic ad insertion for live events, which are scheduled to roll out in the US and Canada this summer before a wider international release.
The company also highlighted the launch of the “Netflix Ads Suite,” a proprietary technology stack intended to improve campaign measurement and programmatic buying.
Nicolle Pangis, Vice President of Advertising at Netflix, said, “Netflix is the only place that can leverage the best tech with the best shows and movies in the world. That’s why we built the Netflix Ads Suite — it’s the easiest and fastest way to deliver better capabilities, better measurement, and more creative formats.”
