Netflix’s ad-supported subscription tier has crossed 250 million monthly active viewers worldwide, marking a major milestone in the streaming giant’s rapidly expanding advertising business amid intensifying competition in the global digital entertainment market.

The company revealed the latest figures during its annual upfront presentation to advertisers, showing sharp growth from the 190 million monthly viewers reported in late 2025. Netflix said more than 80% of users on the ad-supported plan actively watch content every week.

Industry analysts say the surge reflects Netflix’s aggressive strategy to strengthen advertising revenues while attracting price-sensitive consumers through lower-cost subscription plans.

The streaming platform is also preparing to expand its ad-supported service into 15 additional countries, including Indonesia, Thailand, Poland and Switzerland, as it seeks a larger share of global advertising markets.

Netflix executives said the company is increasingly positioning itself as a “formidable” advertising player by combining entertainment content with advanced advertising technologies and audience targeting systems.

Reports suggest Netflix is also testing AI-powered ad personalization tools capable of dynamically adjusting advertising frequency and content based on user viewing behavior.

The company’s advertising expansion comes as streaming platforms worldwide intensify efforts to diversify revenue streams beyond traditional subscriptions amid slowing subscriber growth and rising content production costs.

Online reactions to Netflix’s growing ad business remained mixed, with some users criticizing increasing subscription prices and broader reliance on advertising despite already paying for streaming services.

Industry experts say Netflix’s accelerating ad business could further reshape the future of streaming by pushing more platforms toward hybrid subscription-and-advertising models.