What’s behind Netflix’s CTV market share jump?
By Sam Bradley
Netflix’s ad business appears to have finally found a balance between market expectations and the reality of brand advertising needs. According to WARC, the streamer’s share of the global CTV ad market is set to more than double in size this year, rising from 3.7% at the end of 2025 to 9.2% by 2027.
That isn’t a coincidence. According to four media agency execs who spoke with Digiday, it’s the result of prices stabilizing, growing advertiser confidence in Netflix as an ad platform, an expanding slate of live sports programming and increased access for programmatic investments through partnerships like that struck last year with Amazon’s demand-side platform (DSP).
Those factors are leading the streamer to increase its share of the already growing CTV market, noted David Dweck, president at media agency Go Fish. “We are seeing clients leaning in far more CTV,” he said.
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Source:: Digiday
