Netflix expands ad-supported plan to nine more EMEA markets
September 25, 2026 10.32 Europe/London By Julian Clover


Amy Reinhard, President of Advertising (Credit: Netflix/StillMoving)
Netflix will launch its advertising-supported subscription plan in nine additional EMEA countries on March 1, 2027, significantly expanding the European footprint of its advertising business.

The plan will become available in Austria, Belgium, Denmark, Ireland, the Netherlands, Norway, Poland, Sweden and Switzerland, Netflix announced at its first UK Upfront in London.

The expansion will give subscribers in those markets an additional subscription option while opening Netflix inventory to local advertisers.

The announcement is particularly significant for Poland, where Disney+ has separately confirmed plans to introduce its own advertising-supported tier in November 2026. Netflix’s arrival four months later will add further competition to an advertising-supported streaming market that already includes HBO Max and SkyShowtime.

Netflix launched its advertising-supported plan in November 2022, initially across 12 countries. The company has subsequently been building its own advertising technology, replacing the reliance on Microsoft’s technology that supported the initial launch.

Speaking in London, Netflix President of Advertising Amy Reinhard said: “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.”

Netflix also provided new figures for its established UK advertising business. Citing Barb data, it said its ad-supported plan now reaches more than 14 million viewers in the UK, equivalent to almost one in four people.

The streamer used the Upfront to outline further developments to the Netflix Ads Suite, its proprietary advertising technology platform launched in May 2025.

From October, Pause Ads will become available programmatically through partner demand-side platforms, while Netflix is expanding demographic targeting to include household income and household composition.

Ed Couchman, Head of Advertising UK, told advertisers that Netflix was no longer a small challenger in the market.

“Your customers are watching Netflix — and they’re not going anywhere,” he said. “The only question is whether your media plans went with them.”

The Upfront also included a series of programming announcements. The second season of Black Doves will premiere on November 5, while Charlie Brooker’s Blackmere will arrive in 2027. New commissions include scripted series Witch Hunt and entertainment format Hot or Cold.

Netflix also confirmed that the previously announced heavyweight fight between Tyson Fury and Anthony Joshua will take place in Cardiff in December.