Netflix says 250M ad viewers

Netflix said on May 13 that its ad-supported plan now reaches more than 250 million global monthly active viewers, giving the company a new benchmark as it courts marketers at this year’s upfront presentations. The figure, disclosed in a company post tied to its fourth annual upfront, marked an increase from the 190 million monthly active viewers Netflix had previously cited in November, according to trade reports. Amy Reinhard, Netflix’s president of advertising, told advertisers the company had moved from proving it was “a durable player” to establishing itself as “a formidable one.” The update came as Netflix continued pushing deeper into live programming, ad technology and broader international rollout. ### How did Netflix frame the 250 million figure? Netflix described the 250 million total as global monthly active viewers for “Netflix with ads,” not a count of paying households. The company also said more than 80% of ad-plan members are actively watching every week, a metric it used to argue that the audience is engaged as well as large. (about.netflix.com) Variety reported that the 250 million figure was up from 190 million disclosed in November, giving advertisers a six-month comparison point as they weigh spending across streaming platforms. Netflix did not, in the upfront post, break out how many paying subscriptions those viewers represent. ### What else did Netflix announce to advertisers that day? (about.netflix.com) Netflix said starting in 2027 it will expand its ad-supported plan to 15 additional countries: Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, the Netherlands, New Zealand, Norway, Peru, the Philippines, Poland, Sweden, Switzerland and Thailand. The company said the expansion would give members more lower-priced options and advertisers more inventory outside its current ad markets. (variety.com) The May 13 presentation also included new ad products and buying tools. Netflix said video podcasts had arrived earlier this year, vertical video is now available on mobile, and new ad inventory tied to podcasts and vertical video will be available globally in 2027. The company also said it is testing AI agents to manage, optimize and purchase ads on the service. (about.netflix.com) ### Why did live events show up in the same pitch? Netflix used live programming as part of its case to advertisers that it can offer events audiences watch in real time as well as on demand. Forbes reported that live NFL games were central to the company’s pitch as it tried to show advertisers the value of its ad audience. (about.netflix.com) On the same day as the upfront, Netflix said it would become the new streaming home of the Westminster Kennel Club Dog Show in 2027. The company’s Tudum site said the 151st Westminster show will run from Jan. 30 through Feb. 2, 2027, with daytime breed and agility events at the Jacob K. Javits Convention Center and evening group judging and Best in Show at Madison Square Garden. (forbes.com) ### What did Westminster say about the move? Dr. Donald Sturz, president of the Westminster Kennel Club, said the partnership with Netflix would begin “an exciting new chapter” for the event. He said the move would expand the reach of the show and introduce the sport to new audiences around the world. Netflix said Best in Breed competitions will stream live on Tudum, while the Masters Agility Championship will be taped for a later broadcast. (netflix.com) The Westminster announcement added another live event to a lineup Netflix has been building as it broadens its advertising business. ### What comes next for Netflix’s ad business? In 2027, Netflix plans to open the ad tier in those 15 additional countries and roll out new ad inventory tied to podcasts and vertical video, according to the company’s upfront post. (netflix.com) The same year, the Westminster Kennel Club Dog Show is scheduled to stream live on Netflix from New York City between Jan. 30 and Feb. 2. (about.netflix.com)