Netflix with ads from 1 March 2027: what advertisers need to know

On 1 March 2027 Netflix launches a cheaper, ad-supported plan in the Netherlands and Belgium. The company announced it at the end of September at its first Upfront for advertisers in London. For advertisers, that adds a new channel: premium video on the biggest screen in the house. What do we know so far, and what does it mean for your media plan?

What is coming

The ad-supported plan launches on the same day in nine European countries: the Netherlands, Belgium, Austria, Denmark, Ireland, Norway, Poland, Sweden and Switzerland. In the United Kingdom, Germany, France, Italy and Spain it has been running for some time. From March, Netflix will sell ads in fourteen European countries.

The Dutch price has not been announced yet. In the United Kingdom the ad-supported plan costs £7.99 a month, against £13.99 for the cheapest plan without ads. Ads appear before and during films and series.

How big it is

According to Netflix, the ad-supported plan reaches more than 250 million viewers a month worldwide. In countries where it is already available, more than 60% of new subscribers in the first quarter of 2026 chose the version with ads. In the United Kingdom more than 14 million people watch it, according to audience research body Barb.

Don't expect that scale in the Netherlands straight away. Reach builds from zero: it grows as new and existing subscribers move to the cheaper plan.

Which formats there are

• Video ads before and during films and series, the classic TV break in streaming form.
• Pause Ads: a still image that appears when someone pauses a programme.
• Brand partnerships: custom work around Netflix titles, made with Netflix's own creative team.

How to buy

Netflix sells ads directly and programmatically. Programmatic partners include The Trade Desk, Google Display & Video 360, Amazon DSP, Microsoft and Yahoo DSP. Netflix will announce later which routes are available in the Netherlands from launch.

In the European countries where Netflix already sells ads, you can target by age, gender, language, more than a hundred interest segments and postcode area. Netflix has announced that income and household composition will be added.

How to prepare

• Reserve budget in your 2027 plan. You can already schedule a first test from March.
• Have video in TV quality. Ads mainly run on the living-room television, landscape and with sound. A 15 or 30-second spot is the starting point.
• Create a still image for Pause Ads. One strong image with a clear message, without small text.
• Decide upfront how you will measure. Look at reach, frequency and brand impact, not just clicks. Nobody clicks on a TV screen.
• Look at Netflix alongside your other video. Also read our article on connected TV and the future of TV advertising.

Conclusion

With Netflix, Dutch advertisers get a large, premium video channel in March 2027. Reach still has to grow, but if you reserve budget now and have your material ready, you can test and learn from day one.

Sources: PPC Land, Netflix ad plan to reach nine EMEA countries, PPC Land, Netflix 2026 Upfront and Bright.