In 2007, Netflix co-founder Reed Hastings called ads a curse. Almost two decades later, in 2026, the platform's ad-supported plan reaches 250 million monthly viewers, according to Upfront 2026 data. This figure nearly doubles the previous year's and represents over 60% of new subscriptions in countries where it is available. The company expects to generate $3 billion in advertising revenue this year, though this remains less than 5% of its total revenue, with projections of reaching $9 billion by 2030.
How Netflix measures and scales its advertising business 📊
The growth of the ad-supported plan is based on metrics that include users who watch at least one minute of content with advertising. This model has accelerated the adoption of audience targeting and measurement technologies, allowing Netflix to compete with giants like YouTube and Hulu. The platform has integrated programmatic buying tools and expanded its advertising inventory in key markets. Although advertising represents a fraction of total revenue, its growth is steady: the company projects tripling this figure by 2030, driven by subscriber growth and improved ad efficiency.
The past was better, but the present pays the bills 💸
Reed Hastings said in 2007 that ads were a curse. Now, in 2026, Netflix celebrates having 250 million people watching ads every month. It seems the curse turned into a financial blessing. While users pay to see fewer ads, the platform makes money by showing them. In the end, everyone is happy: Netflix bills $3 billion, advertisers reach their audience, and viewers... well, they keep watching series, even if they have to endure the occasional commercial break. Ironies of digital capitalism.