Netflix Inc.
Netflix offers advertisers unparalleled access to a massive, highly engaged global audience through premium, brand-safe video inventory on the world's most-watched streaming platform. Its first-party data and contextual targeting capabilities enable precise audience reach at scale.
Last updated May 18, 2026 by ATDb automated enrichment · Connections updated Jun 1, 2026
- Industry
- Connected TV (CTV) Advertising / Streaming Media
- Business Model
- Subscription + Advertising (D2C)
- Target Market
- Enterprise
- Employee Count
- 10001+
- Funding
- Publicly traded (NASDAQ: NFLX); raised ~$3B+ in debt/equity prior to profitability
- Revenue Range
- $33B–$38B annually
- Stock Symbol
- NFLX
- API Available
- Limited
Global streaming leader and emerging premium CTV advertising platform with unmatched subscriber scale and brand-safe content inventory
Netflix Inc. is the world's leading subscription streaming entertainment service, with over 270 million paid memberships across 190+ countries. Founded in 1997 as a DVD rental service, Netflix pivoted to streaming in 2007 and has since built one of the most recognized and trusted entertainment brands globally. Its 2022 launch of an ad-supported subscription tier marked a transformative entry into the digital advertising ecosystem, giving marketers access to a highly engaged, premium audience at scale. Netflix's advertising platform, initially powered through a partnership with Microsoft as its ad technology partner, has rapidly evolved. The company announced plans to build its own in-house ad technology platform, with a proprietary ad server expected to roll out in 2025. Netflix Ads offers brands the ability to run video advertising across its premium content library, including original series, films, and licensed programming. The platform supports targeting capabilities based on viewing behavior, content genres, and demographic data, with formats including pre-roll, mid-roll, and pause ads. In the AdTech ecosystem, Netflix represents a formidable new entrant in the Connected TV (CTV) and streaming advertising space, competing directly with platforms like Hulu, Peacock, Paramount+, and Amazon Prime Video for advertising budgets. Its combination of first-party data, premium brand-safe content, and massive global reach positions it as a must-buy for brand advertisers. Netflix has also expanded programmatic access through partnerships with major DSPs and is building out measurement and attribution capabilities to satisfy performance-oriented advertisers.
Netflix Ads (Ad-Supported Plan)
A lower-cost subscription tier that includes advertising, giving brands access to Netflix's global audience through pre-roll and mid-roll video ad formats.
Netflix Ad Manager
Self-serve and managed advertising platform enabling brands and agencies to plan, buy, and manage campaigns on Netflix inventory.
Programmatic Advertising
Programmatic buying access through partnerships with major DSPs including The Trade Desk, Google DV360, and Magnite, enabling automated ad purchasing.
Sponsorships & Custom Integrations
Title sponsorships, branded content integrations, and custom advertising formats tied to specific Netflix original series or events.
Netflix In-House Ad Server (In Development)
Proprietary ad technology platform being built internally to replace the Microsoft-powered ad stack, expected to launch in 2025 for greater control and data capabilities.
Pause Ads
Non-intrusive ad format that displays branded content when a viewer pauses their stream, offering a less disruptive advertising experience.
Binge Ads
Ad format targeting viewers watching multiple episodes in a row, rewarding engaged viewers with ad-free episodes after watching an ad.