Netflix has reported that its ad-supported tier now reaches over 250 million monthly viewers globally, marking a sharp rise from 94 million users reported last year. The milestone underscores the company’s growing focus on building a robust advertising business alongside its subscription model.
At its 2026 upfront presentation, Netflix revealed that it generated $1.5 billion in advertising revenue in 2025, driven by increased adoption of its lower-priced, ad-supported plan and expansion of ad inventory across formats.
Looking ahead, the platform plans to introduce advertising within its vertical video feed on mobile devices starting next year. This feature, which mirrors short-form video consumption trends, is expected to open up new opportunities for advertisers. Additionally, ads will also be integrated into podcasts, a format Netflix introduced on its platform late last year as part of its broader content strategy.
Netflix first launched its ad-supported Basic plan in 2022 at $6.99 per month. Following multiple price revisions, the plan is currently priced at $8.99 per month.
As part of its global expansion strategy, the company is rolling out its ad-supported tier in 15 additional markets, including Indonesia, the Philippines, Thailand, Sweden, Switzerland and the Netherlands. At the same time, Netflix is testing a new personalisation feature that will tailor advertisements based on users’ viewing behaviour, aiming to improve ad relevance and effectiveness.
The latest developments signal Netflix’s continued push to diversify revenue streams and strengthen its position in the increasingly competitive streaming and digital advertising landscape.
