Netflix says it’s on pace to “roughly double” its advertising revenue this year. The company shared the update during its second-quarter earnings release on Thursday, where it also reported $11 billion in revenue, a 16% year-over-year increase. According to Netflix, this growth was largely driven by more paying members, higher subscription pricing, and increased ad revenue.

In a letter to investors, the company noted that its ad business is gaining momentum and performing ahead of internal forecasts. “We’ve closed the large majority of deals with the major agencies,” said Netflix co-CEO Greg Peters during the earnings call. “Those results have generally been in line or slightly better than our targets,” he added.

Netflix didn’t disclose the actual dollar figure for its ad revenue, but it emphasized growing advertiser interest, especially since launching its in-house Netflix Ad Suite.

Netflix Ad Suite expands global footprint

A big part of Netflix’s pitch to advertisers is its new first-party ad tech platform, Netflix Ad Suite, which was first announced in April. The company says it has completed the rollout of the suite across all its 12 ad-supported markets, including the U.S., UK, Brazil, Japan, and Mexico, and early signs are positive.

Netflix said this in-house platform is “foundational” to its ad strategy going forward, enabling the company to support more advanced targeting, measurement tools, and dynamic ad formats.

Peters noted that one of the biggest benefits advertisers are reporting is that buying ads on Netflix is simply easier now. “We hear that benefit, that ease, from direct feedback talking to advertisers,” he said. “We’ve seen an increase in programmatic buying. We’re going to roll out additional demand sources like Yahoo that will further open up the market.”

The company is also planning to expand the suite’s capabilities. That includes better targeting, improved measurement, and even personalization features that use advertiser and third-party data. “Now we can shift into this steady release cycle where we are dropping new features all the time,” Peters said.

Interactive ads coming later this year

Netflix confirmed it will introduce interactive ads in the second half of 2025. “We’re also going to be introducing interactivity in the second half of the year,” Peters said. The company previously planned to roll out these ad formats in 2026. These formats, including midroll and pause ads, will be available within its ad-supported tier.

More scale, more reach

Netflix’s ad-supported tier now reaches over 94 million users globally. That reach, combined with high engagement levels and global scale, is a key part of why the company believes its ad business can grow fast.

According to the company, users streamed a total of 95 billion hours on the platform in the first half of 2025. Original content continues to drive viewing, with Adolescence topping the charts with 145 million views, followed by Squid Game seasons 2 and 3.

While the company did not share specific ad revenue numbers, the momentum around programmatic deals, new ad tools, and global inventory suggests Netflix is making a serious play for brand budgets.

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