Netflix ramps up global ad push with AI tools and 250M monthly viewers

Netflix is accelerating its transformation into a global advertising platform, unveiling a major expansion of its ad-supported business alongside new AI-powered buying tools, audience planning systems and broader international rollout plans.

At its annual Upfront presentation, Netflix revealed its advertising tier now reaches more than 250 million monthly active viewers globally, as the streaming giant intensifies its push for a larger share of global media budgets.

The company also confirmed its ad-supported tier will expand into 15 additional countries from 2027, including New Zealand, Indonesia, the Philippines and Thailand - markets increasingly viewed as critical battlegrounds for streaming and digital advertising growth across APAC.

The updates mark a major evolution in Netflix’s advertising ambitions.

What began as a cautious move into ad-supported streaming is rapidly evolving into a much broader ecosystem play spanning AI-driven ad buying, clean room integrations, audience forecasting, contextual targeting and expanded programmatic infrastructure.

SEE MORE: Streaming take aim at TV’s old measurement system

Netflix president of advertising Amy Reinhard said the company was now moving beyond simply proving advertising could work on the platform.

“If the last couple of years were about proving we’re a durable player, this year is about establishing ourselves as a formidable one,” Reinhard said.

AI is becoming central to that strategy. Netflix said it is testing AI agents capable of managing and purchasing ads, while also using AI to dynamically adapt creative assets across different ad formats including vertical video and pause ads.

The company is additionally expanding contextual advertising capabilities that match brand creative with specific Netflix shows and viewing environments, technology already tested with advertisers including DoorDash, Target and TurboTax.

Netflix said the capability will roll out across all ad-supported markets by the end of the year.

The streaming giant is also continuing to deepen its advertising infrastructure, expanding partnerships around clean room technology, measurement and audience planning as competition across streaming intensifies.

The announcements come at a pivotal moment for the broader video market.

Streaming platforms globally are increasingly pushing for a larger share of advertising budgets, while simultaneously challenging legacy television measurement systems and planning models that many believe no longer reflect modern viewing behaviour.

For Netflix, the message from this year’s Upfront was increasingly clear: the company no longer sees advertising as a side business attached to streaming.

It is building a full-scale advertising platform designed to compete for a much larger share of global media investment.