Netflix Ads Upfront 2026: The Future of Advertising Innovation and Growth in Mexico

During the fourth edition of the Netflix Ads Upfront in New York, Netflix unveiled new developments in its advertising and content offerings to the market. On stage, Amy Reinhard, President of Advertising at Netflix, highlighted that the platform’s ad-supported plan now reaches more than 250 million monthly active viewers worldwide, including over 28 million in Mexico.

In addition, the ad-supported plan will expand to 15 new countries, including Peru and Colombia in Latin America, as well as Austria, Belgium, Denmark, Indonesia, Ireland, the Netherlands, New Zealand, Norway, the Philippines, Poland, Sweden, Switzerland, and Thailand globally, offering more options to members and new opportunities for advertisers.

With the launch of operations in these two new markets, Netflix Ads is strengthening its presence in the region, creating new opportunities for more consistent and far-reaching local campaigns. The expansion also reaffirms Netflix’s long-term commitment to the evolution of streaming advertising in the region, broadening opportunities to connect with audiences driven by the strong entertainment culture and high engagement levels of Latin American fans.

“If the past few years were about proving that we are a strong and consistent player, this year is about consolidating our position as a collaborative and powerful force in the evolution of the industry. We have innovative technology, an incredible entertainment offering — including series, films, podcasts, and live events — and an extremely attentive and engaged audience. Our efficiency is now also available to new markets, ready for any competitive scenario,” said Amy Reinhard.

MORE OPPORTUNITIES FOR BRANDS

CTV is currently the leading big-screen experience in Mexico, and Netflix is at the center of it. Nearly two out of every three Mexicans with internet access watch CTV — around 51 million people — and within this audience, Netflix is the top destination: 86% of CTV users say they watched Netflix on their television during the past month. This massive and highly engaged reach represents a strategic advantage for brands, offering a premium, high-attention environment that is increasingly influential in consumer decision-making.

Netflix also announced new advertising opportunities focused on connecting with audiences across different moments and spaces of audiovisual entertainment consumption. With the launch of podcasts and, soon, vertical videos for mobile devices, advertisers will gain access to new inventory in these formats globally beginning in 2027.

Netflix will also expand brand partnership opportunities on Tudum, the official fan site, which currently receives more than 24 million monthly visits featuring exclusive content, behind-the-scenes material, and updates on Netflix productions.

BETTER PLANNING, BUYING, AND RESULTS

Since the launch of Netflix Ads Suite, Netflix has strengthened and expanded its capabilities for clients through improved planning tools, more efficient purchasing formats, and better results. As an evolution of this platform, and through a unique combination of technology, data, and entertainment, the company also introduced new programmatic buying resources, campaign optimization solutions, and integrations geared toward full-funnel strategies, connecting consideration and performance within the streaming environment. Among the new features are:

AI-powered tools designed to transform request-for-proposal (RFP) submissions into media plans, as well as solutions to adapt creative assets to different advertising formats, including vertical videos.

In terms of planning and measurement, the new Audience Insights and Reach Curve APIs will expand understanding of audience behavior and campaign reach forecasting. These tools will be complemented by Data Clean Room solutions, which strengthen collaboration through encrypted data while protecting information belonging to both brands and Netflix members.

Starting June 1, advertisers in Mexico and Brazil will also be able to use Amazon Audiences for programmatic buying on Netflix. This integration introduces purchase-intent targeting, allowing brands to reach ad-supported subscribers based on their interests, lifestyles, and the products they are actively searching for.

LIVE ENTERTAINMENT AND FAN EXPERIENCES

At the Upfront, Netflix also presented upcoming additions to its global catalog of series, films, podcasts, and live events arriving early next year, reinforcing its multiplatform entertainment strategy and fan-focused experiences.

Bela Bajaria, Netflix’s Chief Content Officer, revealed several highly anticipated releases, including the return of NFL content to Netflix in 2026, the new series Barbarian, and feature films such as Grown Ups 3. She also announced a new international tour for K-Pop Demon Hunters in 2027, along with new seasons of hit titles such as 3 Body Problem, Avatar: The Last Airbender, Emily in Paris, Outer Banks, and Love Is Blind, reaffirming that Netflix offers the ideal environment for brands to connect with great stories.