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Netflix Announces AI-Powered Interactive Ads for 2026

Streaming giant reveals plans for new ad formats, including pause-screen ads and personalized mid-rolls, as global ad-tier subscribers reach 94 million.

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Overview

  • Netflix now has 94 million ad-supported subscribers globally, up from 70 million in November 2024, reflecting rapid growth in its lower-cost tier.
  • At its upfront event, Netflix President of Advertising Amy Reinhard unveiled plans to introduce pause-screen ads and AI-generated, interactive mid-roll advertisements in 2026.
  • The new ad formats will leverage generative AI to match advertisements with the content being streamed, enhancing personalization and engagement.
  • Netflix's ad-supported tier, launched in 2022, has become increasingly popular, with nearly 50% of new subscribers opting for this plan.
  • The company aims to double its advertising revenue in 2025 and is expanding its Microsoft-powered ad platform to Europe, offering over 100 categories for ad targeting.