• by Wayne Friedman , Yesterday

Netflix is closing its second upfront advertising deal-making period.

The company has “doubled our overall commitments” versus a year ago, says Amy Reinhard, its president of advertising.

This was in line with expectations, according to the dominant premium streaming service.

Reinhard says there was year-over-year growth -- specifically around brands categories including retail, consumer package goods, telecommunications, health & wellness, entertainment and technology advertisers.

A number of industry estimates -- New Street Research, Madison & Wall, and MoffettNathanson Research -- project that for the full 2025 year, Netflix will double ad revenue to around $3.0 billion to $3.1 billion.

MoffettNathanson also estimates Netflix will grow to $4.6 billion in 2026.

Oppenheimer Securities is even more bullish. A June note from those analysts now projects Netflix ad revenue will leap to $6 billion in 2025, compared to its previous estimate for this year of $4.6 billion.

In terms of programming for the new TV 2025-2026 year, Netflix touts new seasons of major TV series including the final season of "Stranger Things" as well as new seasons of "Bridgerton," "Emily in Paris," "Nobody Wants This" and "Running Point."

In addition, Netflix says there is strong interest in live sports -- including “NFL Christmas Gameday.” For the latter, Netflix says those two games are completely sold out.

The company says it has closed sponsorships with advertisers including Accenture, FanDuel, Google, and Verizon on in-game and broadcast features.

The company’s new "Netflix Ads Suite," launched in May of this year, has been offering brands more data tools for campaign planning, execution and measurement -- as well as programmatic buying, advanced targeting, and cross-platform measurement.