By now, most media buyers have accepted three truths: death, taxes and the inevitability of another Netflix pricing announcement. Now there’s a fourth: Netflix is coming for your CTV budget, and it’s bringing receipts.
According to WARC Media’s latest Platform Insights: Netflixreport, the streaming giant is on track to capture nearly 10% of global connected TV ad spend by 2027, up from just 3.7% in 2025. In other words, what started as “Let’s test the ad tier” is rapidly becoming “Let’s rework the annual plan.”