Netflix plans to roll out AI-powered interactive ad formats for its ad-supported tier in 2026. These formats will include both midroll and pause ads. Amy Reinhard, President of Advertising at Netflix, explained that the formats are meant to customize advertising in real time using AI to fit into the worlds of Netflix’s shows.

Advertisers will be able to add elements such as overlays, call-to-action prompts, and second-screen buttons that appear when someone pauses a show or during an ad break. These formats will launch in all countries with Netflix's ad-supported plan.

The update was announced during Netflix’s 2025 upfront presentation in New York. At the event, the company said its ad-supported plan now boasts over 94 million global users each month. The platform also reported that users on the ad tier stream content for an average of 41 hours per month.

Capitalizing on ad-supported tier growth

Netflix is leaning into the growth of its ad-supported plan as a major opportunity to attract advertisers. The streaming platform claims that viewers pay the same level of attention to midroll ads as they do to content. “When you compare us to our competitors, attention starts higher and ends much higher,” Reinhard said.

It is still too early to say how brands will adopt these tools, but the approach reflects a broader trend among streaming and tech platforms: offering more flexible, performance-focused ad formats to compete for TV ad budgets.

‍

Get Smarter at Marketing
The Keyword weekly update → your inbox
Writer, The Keyword
Nelson Oboh
HOME PAGE
Netflix

‍

01
How can your services help improve my website's performance?
Our services enhance your website's performance by optimizing load times, improving user experience, and ensuring seamless functionality across all devices. We specialize in custom Webflow builds that are tailored to your specific needs, ensuring your site is both visually appealing and highly efficient.
02
What is the process for starting a project with your team?
Our process begins with an initial consultation to understand your goals and requirements. We then conduct a thorough analysis of your current setup, followed by a collaborative planning phase where we outline the project scope and timeline. Once the plan is approved, our team gets to work on designing and developing your custom Webflow solution.
03
How do you ensure the security of the websites you develop?
We ensure the security of the websites we develop by implementing robust security protocols, including SSL encryption, regular security audits, and secure coding practices. Our team stays updated with the latest security trends and threats to proactively protect your site from vulnerabilities.
04
What support do you offer after a project is completed?
After a project is completed, we offer comprehensive support to ensure your website continues to perform optimally. This includes regular maintenance checks, updates to keep your site secure and up-to-date, and troubleshooting any issues that may arise. Our team is always available to provide guidance and assistance as needed.
05
What is your approach to handling website redesigns?
Our approach to website redesigns involves a comprehensive analysis of your current site to identify areas for improvement. We prioritize user experience and performance, ensuring that the redesign aligns with your brand's goals and enhances functionality. By leveraging the capabilities of Webflow, we create visually stunning and efficient websites tailored to your specific needs.