Netflix holds 2026 upfront at Sunset Pier

Netflix used its 2026 upfront presentation in New York on May 13 to do two jobs at once: sell advertisers on the scale of its ad business and show off the next wave of programming tied to its biggest stars and franchises. At Sunset Pier 94 Studios, the company brought out Jennifer Lopez, Brett Goldstein, Millie Bobby Brown, Florence Pugh, Pete Davidson and others, while executives Amy Reinhard and Bela Bajaria mixed ad metrics with clips, renewals and new-project announcements. (deadline.com) The clearest business message came from Amy Reinhard, Netflix’s president of advertising. Reinhard said Netflix now has more than 250 million monthly active viewers globally on its ad-supported offering, that more than 60% of new sign-ups are choosing the ads plan, and that more than 80% of ad-tier members sign in every week. She also said Netflix is expanding ads into 15 additional markets, including Austria, Belgium, Indonesia, the Netherlands, Poland, Switzerland and Thailand. (variety.com) The presentation’s creative pitch was built around proximity to talent and fandom. Variety reported the event’s theme was “Get Closer,” and Netflix opened with Lopez and Goldstein presenting footage from the upcoming romantic comedy “Office Romance.” Goldstein told the crowd Netflix had brought him closer to making “an old school rom-com” with Lopez, while Lopez said returning to the genre “felt great” and called the film one of her favorites she has made. Deadline reported the pair also leaned into rumors about their off-screen chemistry as they introduced the project. (deadline.com) Bela Bajaria, Netflix’s chief content officer, then shifted the event into a slate presentation. Variety reported Bajaria said Netflix will release 40 scripted series from its U.S. slate this year, including 27 returning shows. Deadline said Netflix also unveiled new titles including “Calabasas,” a Kim Kardashian-produced teen drama; “Myron Bolitar,” based on Harlan Coben’s work; “The Retrievals,” based on the New York Times podcast; and “Barbaric.” (deadline.com) The star appearances were attached to specific projects rather than general brand promotion. Deadline reported Brown used the stage to talk about “Just Picture It,” her first romantic comedy, after referencing earlier Netflix roles including Eleven and Enola Holmes. Pugh appeared in support of “East of Eden,” Netflix’s limited-series adaptation of John Steinbeck’s novel. Deadline and other trade coverage also said Netflix showed first looks from “East of Eden” and “Avatar: The Last Airbender,” signaling that the company used the event to push both prestige drama and franchise television. (deadline.com) The most concrete franchise extension announced onstage was not a series renewal but a live event. Variety reported Netflix and AEG Presents are launching a global “KPop Demon Hunters” concert tour, described by the company as a live experience that will bring elements of the film to life. Reinhard told the audience the company would share cities later this year, and Variety said a waitlist is already live for updates on tickets, dates and stops. (variety.com) That announcement matters because “KPop Demon Hunters” is one of Netflix’s biggest recent breakout properties. Variety reported Reinhard said the title was still Netflix’s most popular film at the time of the presentation and used the tour reveal to argue that the fandom had spread beyond streaming, citing sing-alongs, Halloween costumes and other public references. Deadline separately reported Bela Bajaria said the company wanted to deepen its partnership around the property with Sony Pictures Animation and expand the universe in new ways. (variety.com) What comes next is more fragmented than a single release date. “Office Romance” is set to premiere on June 5, according to Deadline’s recap of the event. For “KPop Demon Hunters,” Netflix and AEG said city, date and on-sale details for the concert tour will come later in 2026. And Netflix’s newsroom listed “Netflix Upfront 2026: Get Closer” as a May 13 company item, suggesting additional official materials may continue to roll out through its press channels. (deadline.com)