Netflix France: “€1 ad-investment generates €7.20 in incremental sales”
October 15, 2026

From Pascale Paoli-Lebailly in Paris


Netflix’s ad-tier offering already reaches 12 million people every month in France and the streaming service environment and premium content “generate maximum attention” and “give each advertising impression more value and more impact”.
During its first Netflix Upfront in France, on October 14th at the Paris Lido theatre, the streamer’s ad agency, led by Florence Trouche took the opportunity to review the growth of audience and to share the latest performance data of its ad data.
Referencing a study conducted with Ekimetrics, Trouche emphasised that €1 invested in advertising on Netflix generates €7.20 in incremental sales. With a comparable number of impressions, the platform claims to be “up to four times higher than the average observed on TV, online video, social networks and search”.
While the launch of the ad-tier subscription has been set for March 2027 in nine additional countries in Europe (Austria, Belgium, Denmark, Ireland, Norway, the Netherlands, Poland, Sweden and Switzerland), Netflix France also highlighted that 60 per cent of the new Netflix subscribers choose the ad-tier price.
The commitment of the audience is also presented as “unparallelled among the AVoD and SVoD actors”: out of all Netflix subscribers, 30 per cent connect every day, for 1h46 viewing on average.
Regarding the 18-34 year olds, a target difficult to reach with longer formats, they represent more than a third of the ad audience.
In addition, “with more than 52 million followers in France, Netflix is now the most conversational media brand in the country, capable of accelerating engagement around each launch and extending stories far beyond the screen,” according to Benjamin Cléry-Melin, vice-marketing president of Netflix France.
Among the new local shows coming up in France include second seasons of the French version of reality show Love is Blind, expected in 2028, and drama series Under the Seine. Other highlights include Lupin Part 4 (pictured), arriving later this October and Ad Vitam Eternam, the follow-up to Guillaume Canet’ s film Ad Vitam.