Netflix Inc (NASDAQ:NFLX, XETRA:NFC)'s advertising business is accelerating, according to Bank of America, with its ad-supported tier surpassing 250 million monthly viewers globally, up from 94 million a year ago as the streaming giant expands its live sports lineup and pushes into new international markets.
The company is broadening its ad placements into new formats including a mobile vertical video feed and podcast offerings, while also testing ad personalization based on viewing behavior.
The ad-supported plan, launched in 2022 at $6.99 per month, has since risen to $8.99 and is now part of broader pricing increases across the platform.
The company generated approximately $1.5 billion in advertising revenue in calendar year 2025, a figure Bank of America forecasts will roughly double to around $3 billion in 2026.
Netflix is also scaling the tier internationally, announcing plans to enter 15 additional countries that represent roughly 10% of global advertising spend. The company says it intends to reduce overall ad loads while growing revenue through more targeted, addressable advertising and increased sponsorship arrangements.
On the live sports front, Netflix secured three additional NFL games for the upcoming season and extended its league partnership through 2029. The new slate includes the NFL's first-ever Thanksgiving Eve game, an international opener in Australia, and a late-season matchup, adding to the two Christmas Day games Netflix already holds.
Games will be available in more than 200 countries. Financial terms were not disclosed.
Bank of America said the NFL expansion is consistent with Netflix's broader content strategy of anchoring a few high-profile live events per quarter, rather than pursuing full regular-season broadcast packages.
The firm forecasts Netflix will spend approximately $20 billion on content in calendar year 2026.