Netflix to expand ad supported plan in Europe

The ad supported tier will roll out in Austria, Belgium, Denmark, Ireland, the Netherlands, Norway, Poland, Sweden and Switzerland from March 1, 2027.

According to Barb, Netflix’s ad supported plan reaches over 14 million viewers in the UK alone.

The streamer announced the move to expand its ad supported plan at its first UK Upfront event for advertisers last week.

Amy Reinhard, President of Advertising, Netflix, shared the updates to the streamer’s offering available to brands and advertisers in the UK and wider EMEA region.

She flagged Netflix Ads Suite, the company’s proprietary tech stack which launched in May 2025, offering data collaboration tools, targeting and measurement solutions and the introduction of new formats.

Notably, Pause Ads will be available programmatically across partner demand-side platforms (DSPs) from next month, and Netflix will expand demographic targeting capabilities to include income and household composition.

"We’ve got cutting-edge tech. We’ve got great entertainment. We’ve got the most engaged and attentive audience anywhere. We’ve proven we’re effective. And we’re ready to compete with anyone," said Reinhard.

Anne Mensah, VP Content UK, Netflix, also highlighted a range of upcoming titles. Black Doves Season 2 was confirmed for November 5, accompanied by a global exclusive first look at the trailer. Plus, Charlie Brooker's Blackmere will be released in 2027. New commissions include scripted series Witch Hunt and comedy entertainment Hot or Cold. She also confirmed the heavyweight showdown between Tyson Fury and Anthony Joshua in Cardiff this December.