Netflix Inc.
Netflix offers advertisers unparalleled access to a massive, highly engaged global audience in a premium, brand-safe streaming environment, backed by rich first-party subscriber data and iconic original content.
Last updated Jul 22, 2026 by the ATDb Editorial Team · Connections updated Aug 3, 2026
At a glance
- Employees
- 10001+
- Funding
- Publicly traded (historically raised ~$3B+ in debt/equity prior to profitability)
- Revenue
- $33B–$38B annually (total; ad revenue is a growing subset)
- Stock
- NFLX
About
Leading premium CTV advertising platform leveraging the world's largest subscription streaming audience; rapidly scaling proprietary ad tech infrastructure to compete with established streaming ad platforms
Netflix Inc. is the world's leading subscription streaming entertainment service, offering a vast library of TV series, films, documentaries, and games across 190+ countries. With the November 2022 launch of its ad-supported 'Standard with Ads' tier, Netflix entered the digital advertising market, initially partnering with Microsoft as its ad technology and sales partner before announcing plans to build its own in-house advertising technology platform. The company has rapidly scaled its ad-supported membership base, reporting over 40 million monthly active users on the ad tier by mid-2024, making it one of the most significant new entrants in the connected TV (CTV) and streaming advertising space. Netflix's advertising platform offers brands access to a premium, highly engaged audience in a brand-safe environment, with capabilities including targeted advertising, sponsorships, and branded content integrations. The company has been investing heavily in its proprietary ad server and programmatic infrastructure, aiming to reduce reliance on Microsoft's Xandr platform and offer advertisers more sophisticated targeting, measurement, and buying options. Netflix launched its own ad tech platform in 2025, enabling programmatic buying through partnerships with The Trade Desk, Google's DV360, and Magnite. In the AdTech ecosystem, Netflix represents a formidable new force in premium CTV advertising, competing directly with platforms like Hulu, Peacock, Paramount+, and YouTube for brand advertising budgets. Its combination of first-party data from hundreds of millions of subscribers, premium original content, and global scale positions it as a unique advertising destination. The company's ad revenue is expected to grow substantially, with analysts projecting it could become a multi-billion dollar annual revenue stream as Netflix continues to expand its ad tech capabilities and measurement partnerships.
Business model
Subscription + Advertising (D2C)
Target market
Enterprise
What they offer
Netflix Ad-Supported Tier (Standard with Ads)
Lower-cost subscription plan that includes pre-roll and mid-roll advertising, giving brands access to Netflix's premium streaming audience
Netflix Ads Manager
Self-serve and managed advertising platform enabling brands and agencies to plan, buy, and manage campaigns on Netflix inventory
Netflix Ad Server (Proprietary)
In-house ad serving technology launched in 2025 to replace reliance on Microsoft Xandr, enabling more sophisticated targeting and real-time optimization
Programmatic Buying
Programmatic access to Netflix inventory via partnerships with The Trade Desk, Google DV360, and Magnite for automated, data-driven ad buying
Sponsorships & Branded Entertainment
Custom brand integrations, title sponsorships, and branded content opportunities tied to Netflix's original programming and live events
Netflix Measurement Partners Program
Third-party measurement integrations with Nielsen, DoubleVerify, Integral Ad Science, and others to provide advertisers with verified campaign performance data
Live Event Advertising
Advertising inventory within Netflix's expanding live programming slate, including sports events and special broadcasts
Key features
Use cases
Customer segments
Tech & specs
Technology stack
Security & compliance
Deployment
API
Limited
- 1997 · Founded