Netflix CTV Market Share Set to Nearly Triple by 2027
The Development
Netflix's share of the global CTV advertising market is on track to nearly triple, rising from 3.7% at the end of 2025 to 9.2% by 2027, according to WARC data published February 24, 2026. Four media agency executives speaking to Digiday attributed the acceleration to four compounding factors: CPM stabilization after years of volatile pricing, growing advertiser confidence in Netflix as a legitimate ad platform, a broadening live sports programming slate, and expanded programmatic access through Netflix's DSP partnership with Amazon. David Dweck, president at media agency Go Fish, confirmed the directional shift, noting clients are increasing CTV allocations. The gains come against the backdrop of an already-expanding CTV market, meaning Netflix is capturing disproportionate share growth rather than simply riding category tailwinds.
Our Take
The Amazon DSP partnership is the structural unlock most coverage underweights. Programmatic access removes the single biggest barrier for mid-market and agency trading desk buyers who couldn't justify a direct Netflix relationship at previous CPMs. Stabilized pricing matters, but access at scale is what converts interest into committed budget. Netflix is also threading a strategic needle: live sports creates appointment viewing that justifies premium rates, while programmatic pipes democratize entry-level spend. The result is a platform that can simultaneously serve brand-safety-obsessed upfront buyers and performance-oriented programmatic traders. That dual positioning is rare in CTV and mirrors what YouTube built over a decade. Netflix appears to be compressing that timeline significantly. Agencies sitting on Q2 2026 upfront allocations should treat this projection as a directional signal, not a future consideration.
The Exploit
Action Item
If you're a media planner finalizing Q2 2026 CTV allocations, activate Netflix inventory through Amazon DSP now—programmatic access means no direct IO minimum, and buying before the projected share surge locks in current CPM levels before demand hardens.
Source
Digiday
What’s behind Netflix’s CTV market share jump?
Additional Sources
↗ Digiday: Digiday