Netflix partners Singapore’s Nativex to bring brands to streaming audiences

Netflix is teaming up with Singapore-based adtech Nativex to open its ad-supported streaming service to brands worldwide. The partnership allows marketers to access Netflix’s premium inventory, advanced targeting solutions, and innovative ad formats, reaching highly engaged audiences across key markets.

Under the collaboration, Nativex will manage strategy, planning, activation and optimisation for Netflix Ads. Brands can run campaigns using standard pre-roll and mid-roll video, Pause Ads, QR-enabled creative, and single-title sponsorships across popular series, films and live events. By combining Netflix’s content-rich environment with Nativex’s performance and creative expertise, marketers can run full-funnel campaigns that drive both brand impact and measurable business outcomes.

The partnership also enables advertisers to reach audiences moving away from linear TV, leverage Netflix’s first party and content-based signals, including genre, Top 10 titles, device type and viewing context. Advertisers can also and experiment with interactive formats to create more engaging and shoppable brand experiences.

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Netflix Ads solutions will be rolled out immediately across APAC, North America, Europe, Japan, South Korea, Brazil and Australia. Joint teams from Nativex and Netflix will work closely with brands and agencies on test-and-learn programmes, creative best practices, and scalable campaign models.

“Streaming has become the new prime time for our clients, and Netflix sits right at the centre of that shift,” said Cheryl Huang, partner at Nativex.

“This partnership allows brands to tell richer stories in a premium environment, while using Nativex’s data, creative and optimisation capabilities to turn attention into tangible business results. It’s a major step forward in our mission to connect advertisers with audiences truly immersed in great content," Huang added.

Netflix’s ad-supported plan currently reaches more than 190 million monthly active viewers globally. Its curated ad breaks, lighter ad load, and content-driven targeting are designed to minimise viewer fatigue while maximising attention.

The number of Netflix subscribers on the streamer's ad-supported tier has also grown 14% on a year, with nearly 40% of active Netflix accounts using ad tiers (up from 26%), reported Deadline. This marks the highest rate of growth for any global streamer including that of Disney+ (9% growth) and HBO Max (6%). 

The partnership follows a similar deal in September 2025 where the streaming giant struck a partnership with Amazon Ads to give advertisers programmatic access to the streamer’s premium ad inventory through Amazon’s demand-side platform (DSP).

The move allows advertisers using Amazon DSP to buy Netflix inventory directly across 11 markets including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia. The tie-up is aimed at making Netflix’s growing ad-supported tier more accessible to brands while giving marketers additional flexibility in how they reach streaming audiences.

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