Netflix announced at its upfront presentation that its ad-supported tier reached 250 million monthly active viewers.
This figure increased from 94 million in 2025. The ad-supported plan now accounts for over 60% of new sign-ups in available markets.
The service will expand the ad tier to 15 new countries. This rollout begins in 2027. Expansion targets include the Netherlands, Sweden, and Colombia.
Netflix is testing AI-powered tools for personalized ad loads based on viewing habits. The company is also developing AI agents to help manage ad purchasing. Ad inventory will launch in vertical video feeds and podcasts starting in 2027.