Netflix has doubled its TV upfront commitments, according to Adweek—a clear sign that its ad-supported tier is rapidly becoming one of the most valuable channels in streaming. Advertisers are taking notice, drawn by Netflix’s massive reach, advanced targeting, and cultural relevance.
The platform is also leaning on a headline-grabbing stat: Netflix now reaches more 18–34-year-olds than any other TV network. That dominance with younger viewers may provide clues to the future of media consumption—one that could reshape where brand dollars go next.
At MediaRadar, our ad intel helps clients identify these shifts early, so they can adjust strategies before competitors lock in their presence. Here’s what the numbers reveal about Netflix’s ad business in the first half of 2025 and why the trendline suggests this is just the beginning.
MediaRadar’s latest 1H 2025 data shows just how steep that climb has been:
With ad revenue up 31% YoY, Netflix’s growth rate doesn’t just outpace the broader streaming category—it dominates it. Netflix’s gain surpassed even the next fastest-growing AVOD provider, Tubi, which rose 20% year-over-year. This signals aggressive momentum and heightened competition for premium ad slots in streaming.
Plus, with Netflix’s deeper push into exclusive live sports—spotlighted by its NFL Christmas Day games—the platform is positioned to win marquee sports ad dollars. All in-game inventory sold out early to brands like Accenture, FanDuel, Google, and Verizon, underscoring how live sports could become a growing pillar of its ad-supported tier.
These three verticals together represented one-third of Netflix’s Share of Voice in the first half of 2025. It reflects a strategic focus on sectors that not only spend heavily but also value Netflix’s broad audience reach and precise targeting.
Advertisers in these sectors increased Netflix spend by 1.5 times YoY—suggesting that direct-to-consumer brands and major automakers see the platform as a high-return channel for both awareness and performance-driven campaigns.
Heavyweights Pfizer, Eli Lilly, and Allstate were among the top spenders, underscoring Netflix’s appeal to companies with deep pockets, regulatory constraints, and a need for high-trust, brand-safe environments. These advertisers are making long-term investments, not one-off tests.
1. Adapt streaming strategies to competitive moves.
See exactly how competitors are investing in Netflix—at a brand-level—to spot emerging category trends and respond to market shifts.
2. Align creative to Netflix’s audience and content.
Netflix’s young-skewing, culturally relevant programming is a magnet for advertisers. MediaRadar insights reveal how others are tailoring creative for this environment, giving you a roadmap for your own campaigns.
3. Right-size spend with Competitive Intelligence.
With advanced targeting, multi-language options, and programmatic buying, Netflix can command premium pricing. MediaRadar’s Competitive Intelligence shows exactly how these tools influence spend, helping you decide where to place “big bets” versus other AVOD channels.
1. Prospect advertisers chasing Netflix’s young audience.
Identify advertisers targeting Netflix’s high-value young audience—especially if your offering reaches a similar demo at a more competitive price. MediaRadar provides direct contact info to help you close the gap.
2. Benchmark the value of tech-enabled pricing power.
See how Netflix’s advanced AdTech fuels higher CPMs, and assess how similar tactics—audience targeting, multi-language capabilities, programmatic options—could boost your own rates.
3. Spot content and format trends that attract dollars.
Track the types of creative and programming winning ad spend on Netflix, then adapt your offerings to draw similar advertisers and justify premium pricing.
Netflix’s doubled upfront commitments confirm what the data already tells us: its ad-supported tier is no longer an experiment—it’s a major force in CTV and streaming advertising. With MediaRadar’s AVOD data and insights across the biggest streaming TV providers—including Netflix, Hulu, Paramount+, Tubi, and more—brands, agencies, and publishers can transform these insights into smarter strategies, stronger pitches, and faster growth.
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ABOUT THE AUTHOR | Karisa Schroeder
Karisa Schroeder is the Director of Product Marketing at MediaRadar, where she leads go-to-market strategies to launch and scale new products and solutions. With expertise in marketing intelligence, data marketplaces, DaaS, and AI-powered insights, she helps brands and agencies deliver connected customer experiences, focusing on creative, competitive, and sports advertising intelligence to drive measurable growth.