Netflix Expected to Double Ad Revenue in 2026
Advertising revenue at Netflix has been on the rise, projected to double to $3 billion globally this year from $1.5 billion in 2025. By 2030, it’s expected to make up 10% of all connected TV advertising spend. These figures come from WARC Media, a leading advertising research firm.
WARC Media estimates that Netflix’s current 3.5% share of global CTV will increase to 9.2% by 2027, reaching $8 billion in ad revenue by 2030. The company is strategically focusing on gaining market share from competitors rather than solely relying on market expansion.
Celeste Huang, a media insights analyst at WARC Media, highlights that Netflix is attracting ad dollars through live sports, cultural events, Gen Z’s affinity for brand integrations, and its trustworthy reputation among both brands and viewers.
In the second quarter, the top U.S. categories for ad spend on Netflix were shopping ($82 million), consumer-packaged-goods ($78 million), financial services ($66 million), travel and tourism ($54 million), and telecom ($44 million), according to estimates from Sensor Tower.
In response to the growing Gen Z audience, Netflix is ramping up its efforts by adding video podcast content, which they see as a modern talk show format, and entering cloud-based gaming across mobile and TV platforms. WARC suggests that a potential acquisition of Warner Bros. Discovery could further expand Netflix’s content offerings.
Brands advertising on Netflix perceive it as a high-quality viewing environment, ranking it fourth as a “trustworthy” global platform behind YouTube, Instagram, and Google. Besides video podcasts, Netflix is diversifying its content offerings by exploring music partnerships, live sports streaming, and gaming integrations beyond film and TV series.
