The Media Leader Podcast | Cannes Lions 2026
Netflix is in the midst of a commercial expansion. In May, the streaming giant announced its ad tier would be coming to 15 new markets, including nine in Europe.
The streaming giant has invested in developing its own tech stack and acted aggressively to grow its programmatic business. The company is also expanding its live sports portfolio and dabbling in video podcasting and gaming, all of which could lead to new commercial opportunities in the near future.
Damien Bernet is Netflix’s EMEA ads VP. He spoke with host Jack Benjamin in his native France at the Cannes Lions Festival of Creativity last month about how Netflix is rolling out its ad-tier expansion in Europe and its innovations aimed at automating programmatic buying.
Since the pair’s conversation, Netflix announced its Q2 2026 earnings report. Revenue grew 13% year-on-year to $12.6bn, with Netflix’s ads business on track to double year-on-year to $3bn by the end of the year.
Media analysis firm Madison & Wall has estimated Netflix’s ad revenue now comprises 7% of its total revenue in the US, a small but “increasingly meaningful” driver of growth, and that Netflix will crack the top 30 global ad sellers this year, putting its ads business on par with the likes of RTL.
Despite this, investors appear spooked by reports of declining engagement, with shares of the company down more than 20% year-to-date. A report by The Wall Street Journal this summer raised concerns of worsening viewership metrics, and Netflix has moved to reduce the cadence of its What We Watched report, reducing transparency into engagement figures.
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Thanks to our production partners, Trisonic, for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.
Highlights
4:20: Netflix’s ad tier expansion in Europe and its late-mover advantage
10:32: New innovations: Brand partnerships, reach and frequency, outcomes
15:53: Moving from programmatic to fully automated programmatic and scaling ad personalisation
21:25: Commercial opportunities in podcasting, live sport
29:01: Goals for H2
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