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Netflix doubled its advertising commitments at the company's 2026 upfront presentation, the company disclosed.
The result shows how buyers have repositioned the platform inside their advance video budgets, with more money moving toward Netflix this cycle than in the prior year.
What the upfront figure measures Upfront presentations are where streaming and broadcast companies compete for advance advertising commitments before the programming year.
A commitment at this stage locks in inventory before it reaches the scatter market. Scatter time is sold closer to air date, at rates that reflect demand at that moment.
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