Netflix is in the midst of a commercial expansion. In May, the streaming giant announced its ad tier would be coming to 15 new markets, including 9 in Europe.
The streaming giant has invested in developing its own tech stack and acted aggressively to grow its programmatic business. The company is also expanding its live sport portfolio, and is dabbling in video podcasting and gaming, all leading to new potential commercial opportunities in the near future.
Damien Bernet is Netflix’s EMEA ads VP. He spoke with host Jack Benjamin in his native France at the Cannes Lions Festival of Creativity last month about how Netflix is rolling out its ad tier expansion in Europe and new innovations aimed at automating programmatic buying.
Since the pair's conversation, Netflix announced its Q2 2026 earnings report. Revenue grew 13% year-on-year to $12.6bn, with Netflix's ads business on track to double year-on-year to $3bn by the end of the year.
Media analysis firm Madison & Wall has estimated Netflix's ad revenue now comprises 7% of its total revenue in the US, a small but "increasingly meaningful" driver of growth, and that Netflix will crack the top 30 global ad sellers this year, putting its ads business on par with the likes of RTL.
Despite this, investors appear spooked by reports of declining engagement, with shares of the company down more than 20% year-to-date. A report by The Wall Street Journalthis summer raised concerns of worsening viewership metrics, and Netflix has moved to reduce the cadence of its What We Watched report, reducing transparency into engagement figures.
Highlights:
4:20: Netflix's ad tier expansion in Europe and its late-mover advantage
10:32: New innovations: Brand partnerships, reach and frequency, outcomes
15:53: Moving from programmatic to fully automated programmatic and scaling ad personalisation
21:25: Commercial opportunities in podcasting, live sport
29:01: Goals for H2
Related articles:
‘From arts to arts and science’: Netflix becomes ‘programmatic-native’ as it expands ad tier into 15 new territories
Netflix embraces publishers in ‘fit for TV’ push
Exploring the TF1 / Netflix win–win partnership
Goalhanger reaches milestone as Netflix continues to test the podcast waters
Amazon, Netflix and Google will control half of CTV advertising market by 2030, says Omdia
