• by Wayne Friedman , Yesterday

Dominant streamer Netflix says it has come of age in its association with brands as it delivers its fourth upfront presentation for advertising executives.

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

Netflix says its advertising -- now projected to pull in $3 billion in revenue for 2026 -- reaches 250 million global monthly users, while 80% of its members "actively" watch the platform every week.

One new major addition that adds to Netflix's growing impact: Three more big viewership live NFL games -- adding to its two regular season Christmas Day games, a package that started two years ago with the league.

This includes a first-ever NFL Thanksgiving Eve game (Green Bay Packers-Los Angeles Rams). Netflix also gets a final regular season Week 18 game, one that could have possible playoff implications. Additionally, Netflix will have a new Week 1 international game in Australia on September 10 (Los Angeles Rams-San Francisco 49ers). The Christmas Day 2025 games averaged a Nielsen-measured 23.7 million  viewers.

Reinhard also touted during the presentation that the brand advertising on its platform helps to alleviate persistent ad fatigue for viewers.

Forty-four percent of members who see an ad on Netflix have never seen that ad on broadcast TV or other streamer platforms.

Netflix also claims to drive almost two times a brand’s campaign results when it comes to long-term brand building versus that of TV, and says its "purchase intent" is 23% higher compared to competitors.

This past year, it touts more top-ten original programs/movies than any other streaming platform -- five times that of its nearest competitor.

Big shows for the big premium streaming platform last year include: “Wednesday”, “The Night Agent” and “Stranger Things.” It also scored well with the movie “Happy Gilmore 2.”

Netflix is improving its AI-driven advertising tools, for example. It is now testing artificial intelligence (AI) agents to manage, optimize, and purchase ads on Netflix and using AI agents when it comes shifting ad formats to new "vertical" video ads and pause ads.

Netflix also says AI can now more closely link an advertiser’s advertising creative with content onTV shows, films, and worlds.

For advertisers concerned about ad frequency issues, it says: “We’re testing new personalized ad loads and frequency caps that dynamically adjust the ads our members see, based on their viewing behaviors.”

New shows for the this year include: “The Retrievals,” based on a real-life story about one woman’s crusade against a fertility clinic where she and other women were operated on without anesthesia. “Myron Bolitar” is about an NBA player who reinvents his life as a sports agent.

“Calabasas” is about a headmaster’s ambitious daughter whose life changes after being pulled into a forbidden romance. There will also be a “Untitled Nick Cannon Docuseries,” which follows the TV personality's complex home and career life as he raises twelve kids with six different moms.

When it comes to real-life entertainment and experiences, Netflix is building on its blockbuster film “KPop Demon Hunters,” streamed on its platform last year.

Netflix and AEG, a major music concert and professional sports game promoter, is creating a live world concert tour based on the movie.

This story has been updated.