Media Buyers’ Needs to Boost Ad Spend on Netflix: What They Say
Netflix has seen a significant boost in its advertising business in the first half of 2025. Despite strong client demand, some media buyers feel that the lack of measurement options and limited partnerships with key industry players are hindering further investment.
In the second quarter of the year, Netflix reported a 16% increase in revenue, totaling $11.1 billion from both subscriber and advertising income. While the ad tech stack is live in 12 countries, Chief Financial Officer Spencer Neumann noted that ad revenue has doubled compared to last year, but didn’t offer a detailed breakdown.
With 94 million monthly active subscribers on its ad-supported tier, Netflix is estimated to reach global ad revenues of $3 billion this year, approximately 7% of its total revenue. The company projects this to grow to $9 billion in the next five years.
According to media buyers at various agencies, Netflix has secured a solid position in client media plans and is expected to see further growth post-upfronts. Advertisers are increasingly shifting their TV budgets towards ad-supported streaming platforms, with Netflix being a key beneficiary of this trend.
Despite facing competition, Netflix is making headway with its CTV ad revenues, estimated at $1.67 billion annually in the U.S. out of a $31.9 billion CTV ad market. The company is steadily increasing its market share and is a top CTV partner for some media buyers, with ad spend doubling year over year due to its expanding live programming and premium content offerings.
Netflix’s recent acquisitions of WWE and NFL rights, along with its improving programmatic capabilities, are attracting more advertisers. The platform’s competitive CPMs, hovering around $30, have made partnerships more viable, allowing brands to efficiently invest in programmatic ad buying through various DSPs.
Overall, Netflix’s exclusive content and sponsorship deals continue to lure client dollars, with its content slate playing a crucial role in maintaining advertiser interest and spending on the platform.
