Netflix hosts first French Upfront to promote advertising tier

Netflix held its first Upfront event in France at the Lido in Paris to showcase its growing advertising business. The streaming platform reported that its ad-supported tier reaches 12 million people monthly in France, with 60% of new subscribers opting for this model.

To support advertisers, Netflix announced new data and planning tools, including Reach Curve, Audience Insights, and Audience Onboarding. These tools aim to help brands better understand audiences and activate first-party data. Additionally, Netflix plans to expand its ad-supported offering to nine new European markets—including Belgium, Switzerland, and the Netherlands—starting March 1, 2027.

Beyond advertising, the event highlighted upcoming content, including the renewal of 'Love Is Blind France' for a second season in 2028 and the return of the rap competition 'Nouvelle École' in 2027.