Netflix and Amazon Expand Video Advertising Reach in 2026

Netflix’s ad‑supported plan now accounts for more than 60% of its Q1 2026 sign‑ups in markets where it is offered, and by May 2026 the platform reported that ads reach over 250 million global monthly active viewers. The service’s Ads Suite provides demographic, interest, life‑stage, in‑market and first‑party targeting, with CPM rates falling substantially since the launch of the ad‑supported tier. Advertisers can choose direct, programmatic, sponsorship and interactive formats, and Netflix says more than 80% of members watch ads weekly.

Amazon’s video advertising business generated $68.6 billion in 2025, a 22% year‑over‑year increase, and continues to grow as the fastest‑expanding segment of its ad ecosystem. The company offers several video formats—including Sponsored Brands Video, Sponsored Display Video, Sponsored TV, Prime Video ads and Amazon DSP—priced via cost‑per‑click or cost‑per‑thousand‑impressions models. New self‑serve options now make streaming and programmatic video ads accessible to mid‑size brands, leveraging Amazon’s first‑party shopping data and a base of more than 200 million Prime members worldwide.