Exclusive: Netflix Closes First Upfront Season, Doubles Ad Tier Monthly Active Users to 10 Million

Streamer secured deals at "top-of-market pricing"

Netflix is officially crossing the upfront finish line for the first time.

Adweek has exclusively learned the company has closed its first upfront and doubled its monthly active users globally to more than 10 million ad tier users. In May, the company announced its ad tier had nearly 5 million global monthly active users.

For Netflix’s first year of upfront negotiations, the company secured deals with all major advertising holding companies, as well as multiple independent agencies, with all deals coming at “top-of-market pricing in the streaming industry,” according to a source familiar with the negotiations.

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