Netflix Advertising in 2026: Complete Guide for Marketers

Advertising, Connected TV

Netflix advertising has officially moved from “new” to “meaningful,” and that changes the calculus for marketers. Netflix reported its ad-supported streaming plan reached 94M global monthly active users as of May 2025, with the tier accounting for 55% of new sign-ups. And by November 2025, Netflix introduced a new “monthly active viewers” metric (MAVs) and said ads now reach 190M+ monthly active viewers worldwide.

With the impact of advertising on Netflix being clear as day, marketers need an edge. Here’s everything you need to know about running ads on Netflix.

Note: MNTN does not currently offer Netflix inventory, so this article is purely informational.

What Is Netflix Advertising?

Netflix advertising is a form of over-the-top (OTT) advertising that allows brands to place ads within the platform’s ad-supported tier, reaching a large and highly engaged audience. Advertisers can leverage premium, non-skippable ad placements that appear before, during, or after Netflix shows and movies.

With advanced targeting, audience segmentation, and real-time performance tracking, Netflix advertising offers a new way to connect with viewers on their favorite CTV platforms.

Learn More: What Is Netflix? Plans, Pricing, & How to Sign Up

Benefits of Netflix Advertising

Advertising on Netflix can offer a ton of perks for your brand. 

1. Advanced Targeting Capabilities

One of the standout benefits of CTV advertising is precision targeting. Unlike traditional television, Netflix supports the creation of custom audiences. You can connect with users based on their preferences and behaviors. This ensures your ads reach the most relevant audience and helps prevent ad waste. 

2. Elevated Engagement Levels

You only have a few seconds to connect with users. The good news is that they may be more likely to sit through and pay attention to your ad content if they are already enamored with their favorite show. Running ads on Netflix can help boost engagement and ensure your message hits home. 

3. Premium Content Setting

Despite facing stiff competition in recent years, Netflix remains the premier streaming service. It has hundreds of millions of subscribers and premium content that consumers love. You’ll be able to position your streaming ads alongside the latest movies and shows, including Netflix exclusives, and hit content that racks up tons of views. 

4. Reach a Young Audience

Research shows that about 80% of Americans aged 18-34 have access to Netflix, making it a prime channel for reaching younger demographics. If the younger crowd makes up a significant portion of your ideal audience, advertising on Netflix is the ideal approach. 

5. In-Depth Analytics and Reporting

Netflix provides comprehensive analytics and reporting tools to track the performance of your ads. You can monitor various marketing metrics, such as impressions, click-through rates, and viewer engagement. Utilize these tools to gain a comprehensive view while also obtaining detailed insights into campaign impact. 

How Does Netflix Advertising Work?

Netflix advertising works like a premium AVOD environment layered onto a subscription experience: viewers pay less, Netflix serves a lighter ad load, and brands buy placements around content moments that already have attention. Data from viewing habits, genres, location, and opted-in external signals help inform ad selection.

Unlike traditional TV advertising, Netflix ads are seamlessly integrated into premium content, ensuring maximum visibility without the clutter of oversaturated ad breaks. With data-driven targeting and in-depth reporting, advertisers can fine-tune campaigns for better reach, engagement, and ROAS.

Netflix Ad Manager, Explained

The Netflix Ads Suite, often referred to as the Netflix Ad Manager, is the streaming service’s user interface for ads. It’s where you’ll go to set up campaigns, select target audiences, and upload creative assets. The Netflix Ads Suite also includes various reporting tools to help you understand your campaign’s reach. 

The tradeoff with any walled-garden streamer still applies: if you run across multiple platforms, you’re often managing multiple native buying and reporting environments. That’s one reason many marketers use consolidated CTV solutions to cover broader premium streaming inventory, while still running certain publisher-direct buys where it makes sense.

Types of Netflix Ads

Netflix offers multiple ad types and formats that integrate seamlessly into its streaming experience, ensuring brands can engage viewers at key moments.

Pre-Roll

Pre-roll ads play before a show or movie begins, giving brands a prime opportunity to capture attention while viewers are fully engaged. These non-skippable, high-quality placements ensure that your message is seen before the content starts.

Mid-Roll

Mid-roll ads appear during natural breaks in longer content, similar to traditional TV commercials. Since viewers are already immersed in the show or movie, these ad placements benefit from high engagement and retention.

Post-Roll

Post-roll ads run after the content has ended, providing a less intrusive way to reach audiences without interrupting their viewing experience. These placements are ideal for brand awareness and reinforcing messaging after an engaging show or film.

Innovative & Advanced Formats

• Pause Ads: Pause Ads on Netflix activate after a brief five-second delay when viewers pause content, delivering impactful, brand-safe visuals that engage audiences during natural breaks without immediate disruption.
• Binge Ads: Netflix’s Binge Ads let viewers watch a series of ads upfront during a binge session, rewarding them with ad-free viewing for the next episode to enhance uninterrupted streaming experiences.
• Sponsored Tiles: Sponsored Tiles on Netflix are branded promotional placements on the homepage that showcase sponsor-curated content recommendations, boosting brand visibility in a seamless discovery format.
• Single Title Sponsorships: High-impact placements that tie your brand to a marquee premiere (think Emily in Paris or Stranger Things), often featuring a custom 6-second “brought to you by” bumper plus first-position pre-roll.
• Live Event Ads: Classic commercial breaks during live programming, like NFL Christmas Gameday. And unlike on-demand shows, these may run for all viewers, including some on ad-free plans.
• QR Code Integration: Built-in interactivity within video or pause placements that lets viewers scan a QR code to shop, learn more, or head straight to your site.

How to Advertise on Netflix

You can start advertising on Netflix in a few steps. 

1. Log In to Netflix Ads Suite

To advertise on Netflix, start by filling out this form. Once inside the platform, you’ll gain access to Netflix’s ad options, allowing you to manage your campaigns and strategically select where and when your ads will be shown. 

2. Set Up Your Campaign Details and Budget

Define the basics: timeline, pacing approach, and primary objective (brand reach, consideration, site activity, etc.). Netflix’s ad business has increasingly messaged to advertisers around attention and outcomes, so align your objective to the measurement you’ll actually use to judge success.

3. Choose Your Target Audience

Netflix’s targeting options allow you to narrow down your audience by content genre, demographics, and general location to ensure your ads reach the right viewers. Some reporting notes that advertisers can onboard first and third-party data through various partnerships.

4. Upload Your Video

Upload your creative content to the platform. Ensure the formatting matches Netflix’s specifications and guidelines for optimal performance. High-quality, engaging content is crucial for capturing viewers’ attention.

5. Measure Your Performance

After your ad campaign goes live, use Netflix Ads Suite to monitor its performance. Track key metrics and adjust your strategy as needed to improve results. Don’t be afraid to pivot if things aren’t working. 

Netflix’s 2025 updates include enhanced analytics via the Netflix Ads Suite, now live in the US, Canada, and EMEA, offering real-time insights into impressions, engagement, and behavioral data integration for more accurate ROI tracking.

How Are Netflix Ads Shown?

Netflix integrates ads a few times an hour, typically during natural plot pauses to maintain a smooth viewing experience. Ads will appear both before and during certain TV shows and movies, while some new releases only have ads at the beginning.

The progress bar signals upcoming ad breaks, and while watching, the upper-right corner displays the number of ads in each break. During these ads, fast-forwarding and skipping are disabled. 

How Are Netflix Ads Selected?

Netflix curates ads according to users’ activities on the platform, including the genres they prefer and their broader location, such as their city and state.

Moreover, unless users have opted out, ads may also be personalized based on their activity across other apps or websites. If users choose to opt out of behavioral advertising, they will still encounter ads, but these will not be tailored using data from external behaviors.

Netflix Advertising Costs, Explained

How much does it cost to advertise on Netflix? Like other CTV streaming platforms, Netflix is selling ad space using the cost per mille (CPM) standard.

Industry guides commonly cite Netflix CPMs landing roughly in the $25–$65 neighborhood, depending on several factors such as:

• Ad Format – Different placements (pre-roll, mid-roll, post-roll) and interactive ad options affect pricing.
• Audience Targeting – The more specific your targeting (demographics, interests, behaviors), the higher the potential cost.
• Campaign Duration & Frequency – Longer campaigns and increased ad frequency require larger budgets.
• Bidding Competition – High-demand audiences and peak viewing times drive up bidding costs.
• Buying Method – Programmatic, self-serve, or direct deals with Netflix impact pricing structure and minimum spend requirements.

Netflix Ads Best Practices

To maximize performance on Netflix, advertisers should focus on high-quality production, strategic targeting, and continuous optimization.

1. Create High-Quality, Cinematic Ad Content

Netflix viewers are accustomed to premium, high-production-value content, so your ads should match that standard. Investing in polished visuals, compelling storytelling, and immersive sound design will help your brand stand out.

2. Leverage Netflix’s Advanced Targeting Options

Netflix allows advertisers to reach specific audiences based on demographics, interests, and viewing habits. By using these precise targeting tools, you can ensure your ads are shown to the most relevant viewers, reducing ad waste.

3. Keep Messaging Concise and Engaging

Streaming audiences have limited attention spans, so your ad should deliver a clear, impactful message within the first few seconds. A strong hook and concise storytelling help maintain engagement and drive action.

4. Align Your Ad Creative with Popular Netflix Content

Ads that match the tone, themes, or genres of trending Netflix shows and movies feel more natural and engaging. This approach helps create a seamless viewing experience, making audiences more receptive to your message.

5. A/B Test Different Creative Variations

Testing multiple ad versions with different messaging, visuals, and CTAs allows you to identify what resonates best with your audience. Continuous testing and optimization help improve ad performance and maximize ROAS.

Why You Need Performance TV

Looking to reach streaming audiences beyond Netflix? MNTN’s platform gives you direct access to premium CTV inventory across top ad-supported streaming networks, ensuring your brand appears where engaged viewers are watching. With AI-driven targeting, automated optimization, and real-time performance tracking, you get full control over your campaign’s success.

Here’s what you get with MNTN Performance TV:

• Premium CTV Inventory – Run your ads on leading ad-supported streaming services, reaching high-value audiences beyond Netflix.
• MNTN Matched – AI-powered targeting ensures your ads reach the right viewers based on intent, behavior, and demographics.
• Verified Visits™ Attribution – Tracks site visits and conversions tied directly to ad exposure, giving you full visibility into campaign performance.
• Automated Optimization – AI continuously refines your campaign, improving efficiency and eliminating wasted spend.
• Reporting Suite – Get real-time insights into audience engagement, conversions, and ROI to optimize with confidence.

Expand your reach beyond Netflix—run high-impact CTV campaigns with MNTN’s self-serve software—sign up today.

Advertising on Netflix: Final Thoughts

Netflix’s ad revenue doubled in 2024 and is on track to double again in 2025, signaling more inventory and competitive pricing for advertisers. Netflix advertising offers a unique opportunity to reach engaged audiences through one of the top streaming platforms.

If you want to expand your horizons beyond Netflix, MNTN Performance TV can help.