“We're also going to be introducing interactivity in the second half of the year — a pretty significant milestone for us — on top of Netflix's own ad-tech stack, consistent with our goal to roughly double the ads business this year.”

The revenue half was met — Netflix more than doubled advertising revenue in 2025 (about $1.5B in Q4 alone) — but interactivity arrived only in limited form: interactive/modular video ad formats began testing in the U.S. and Canada in November 2025, with the full global rollout deferred to Q2 2026.