Netflix ad plan reaches nine more European countries. Poland and Sweden join on 1 March

Netflix will sell advertising in nine more European countries from 1 March 2027. Amy Reinhard, who runs the company’s ad business, gave the date at the Netflix upfront in London on 24 September. Austria, Belgium, Denmark, Ireland, the Netherlands, Norway, Poland, Sweden and Switzerland all start on the same day.

Amy Reinhard set one date for all nine markets

Netflix has run a cheaper plan with ads since 2022, but only in a handful of large markets. The nine new ones are part of 15 countries the company plans to add during 2027. Prices are not published yet. In Denmark, where the basic plan costs 109 kroner a month, the ad version is expected to sit below that.

Netflix counts 250 million monthly viewers on the ad tier

The company says more than 250 million people a month now watch the plan with ads worldwide, and that over 80 percent of those subscribers open it every week. It puts 2025 ad revenue above 1.5 billion dollars, two and a half times the 2024 figure, and expects about 3 billion dollars this year from more than 4,000 advertisers. Those are Netflix’s own numbers. The company has also raised prices in the UK and Germany, with the ad tier taking the largest rise.

The Trade Desk and DV360 can buy the new countries

Buying runs through Netflix Ads Suite, the company’s own system, which has been in use for about four years. It connects to The Trade Desk, Amazon DSP, Yahoo DSP and Google DV360. Formats include video that cannot be skipped, ads on the pause screen and mid-roll spots with an overlay and a button. Dutch trade title Emerce reports Netflix aims for four to five minutes of ads an hour. Planning work in the region already sits with one agency, after Dentsu took the Netflix media account in 22 markets.

Nine launches land in one quarter of 2027

Nine markets opening at once is unusual, and it puts Netflix into upfront season in countries where local broadcasters have sold the year’s television money for decades. Netflix also sits inside a streaming lobby group with Amazon and YouTube that argues with those broadcasters over the rules.

What changes, and when: from 1 March 2027 a media plan in Warsaw, Dublin or Stockholm can include Netflix. Rate cards and audience data are not out yet, so the first practical step is a 2027 budget line that can be moved into the first quarter once prices appear.