Overview
- Co-CEO Greg Peters said ad revenue is expected to double again in 2026.
- Management acknowledged the ad tier's average revenue per member trails the standard no-ads plan.
- An industry estimate put Netflix’s 2025 ad fill rate at roughly 45%, indicating significant upside if sell-through improves.
- The company is leaning on its Netflix Ads Suite, broader access to first-party data in 2026, and AI-powered interactive formats to boost demand.
- Investors are weighing these plans alongside Netflix’s pursuit of Warner Bros. Discovery and rival interest from Paramount.