Netflix said it had sold out all commercial inventory tied to its second streaming of NFL games on Christmas, the latest signal yet that sports events are driving the video-advertising market as Madison Avenue hunts for large audiences watching the same content in the same moment.
Netflix said it had sold out “all available in-game inventory” tied to two NFL Games, and “closed sponsorships with multiple partners like Accenture, FanDuel, Google, and Verizon on in-game and broadcast features.” The company also said it secured DoorDash as the presenting sponsor of the 2025-26 season of “WWE Raw.”
Sports have become a make-or-break format for TV, with more viewers opting to watch scripted comedies and dramas at moments of their own choosing. The dynamic crimps the value of traditional TV, which hinges on its ability to provide broad, simultaneous viewership for sponsors.
Netflix disclosed the new sponsorships Thursday as it detailed some results tied to its recent “upfront” negotiations. The company said it “more than doubled our overall commitments,” and saw new spending from retailers, consumer-products giants, technology marketers, telecommunications advertisers, health and wellness sponsors and entertainment companies eager to get the word out about new content.
Among the shows that proved popular with the advertising community were the final season of “Stranger Things” and new seasons of “Bridgerton,” “Emily in Paris,” “Nobody Wants This,” and “Running Point.” Advertisers were also interested in a new Will Ferrell golf series.
Advertisers broadly invested more ad dollars in streaming during this year’s upfront market, according to data from Media Dynamics, a consultancy that tracks upfront activity. Media Dynamics also said that most companies had to cut back the rates they sought to reach 1,000 viewers, a metric known as a CPM that plays an integral role in upfront negotiations, when U.S. TV companies try to sell the bulk of their commercial inventory. Netflix and Amazon were among the companies that considered lessening rates during this year’s haggle, according to media buyers and sales executives with knowledge of the market.
