• by Wayne Friedman , February 13, 2024

After canceling what would have been its first upfront presentation a year ago, Netflix is scheduling a special two-day event for the upfront ad market this year during the big upfront presentation week.

The first day, May 15, will be a medium-sized event where Netflix senior executives will present first-look content to media-buying executives.

Then the next day, Netflix will use Pier59 studios for a "Netflix Experience" all-day event where media-buying and ad executives will immerse themselves in different special rooms.

For its “Stranger Things” TV show, clients will find themselves "upside down" in a  “Squid Game” room where executives can perform some challenges that reflect what happens in the TV series. There will also be a Netflix Bites taste room.

In November of 2022, Netflix launched its ad option for consumers of its streaming service.

Its planned first upfront presentation in mid-May 2023 was canceled at the Paris Theater in the wake of the writers' strike, when performers would not cross picket lines. 

In December 2023, Amy Reinhard was announced as Netflix's new president of ad sales. Earlier this year, she said Netflix has grown to 23 million global monthly active users (MAUs) for its advertising option.

Insider Intelligence estimates the Netflix advertising option will amass $1.03 billion in revenues for its full second year in operation.