Greg Peters

“Netflix plans to offer a wider array of ad formats this year, including enhanced interactive video ads that will roll out globally in the second quarter [of 2026], after testing modular interactive video ads in the U.S. and Canada in late 2025.”

Netflix said in November 2025 it was testing modular interactive video ads in the U.S. and Canada with 'encouraging' early results and reaffirmed a global Q2 2026 rollout on the January 2026 earnings call; no independent confirmation that the worldwide rollout was completed within Q2 2026 was found, so the outcome cannot yet be judged.

“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.