Netflix took center stage at its third annual Upfront, unveiling a dynamic mix of advertising innovations, strategic partnerships, and a robust 2025 content slate designed to deepen engagement and expand reach across global markets.
Here’s a look at the highlights that set the tone for Netflix’s year ahead.
During its 2025 Upfront presentation, Netflix announced a slate of new developments, including seven original films, several high-profile series renewals, most notably Bridgerton Seasons 5 and 6, and multiple release date confirmations. Among the newly dated titles are America’s Team: The Gambler and His Cowboys, arriving this August; Building the Band, set for release this summer; and The Golden Ticket, scheduled for 2026.
In addition to programming updates, Netflix also shared fresh visual assets with advertisers, many of which were released publicly shortly after. Highlights include a first-look photo of the new Addams family from Wednesday Season 2, a new clip from Bridgerton, and both the trailer and official poster for Tyler Perry’s upcoming film The Straw.
Marketing Partnerships: Fueling Netflix Fandom
CMO Marian Lee highlighted Netflix’s unmatched cultural reach, noting that more than 700 million people watch the platform.
With eight of the top 20 shows on Nielsen’s cross-platform charts, Lee introduced co-branded campaigns tied to Wednesday Season 2 with Wendy’s, Cheetos, and Booking.com, saying: “When you partner with us, you get access to the same creative minds that build our global campaigns.”
A Content Slate for Every Mood
Chief Content Officer Bela Bajaria underscored Netflix’s distinctive programming model: “We program slates, not slots.” The strategy spans countries, genres, and formats, with surprises like NFL games on Christmas Day, the WWE every week, and live boxing events.
New Title Annoucement
- The Body – A gritty, coming-of-age drama created by Quinn Shepherd, following a group of badly behaved girls who begin having prophetic visions and set off mass hysteria in their town.
- All the Sinners Bleed – In this series, the first Black sheriff in a small Bible Belt community must lead the hunt for a serial killer.
- Untitled Dan Levy – A new comedy series starring Dan Levy, Laurie Metcalf and Taylor Ortega.
- Star Search – The iconic talent competition series is officially returning live, reimagined, and supercharged for today’s audience.
- PRIME TIME – A new documentary series that will peel back the layers of Deion Sanders, one of sports’ most electrifying and polarizing figures.
- Here Comes the Flood – Starring Denzel Washington and Daisy Edgar-Jones, this new film chronicles a bank guard plotting with a master thief to steal, the rise and fall of his relationship with a bank teller and a series of twists that unveil the con game at the center of it all.
- Fight for ‘84 – After the US Olympic boxing team is tragically killed in a plane crash in 1980, a new coach (Jamie Foxx) is brought in to rebuild the team and leads them to victory in the 1984 Olympics in this upcoming movie.
Series Renewals
- Bridgerton Season 5 & 6
- The Diplomat Season 4
- Forever season 2
- The Four Seasons Season 2
- Love on the Spectrum Season 4
- Million Dollar Secret Season 2
- My Life With the Walter Boys Season 3
- Survival of the Thickest Season 3
Confirmed live events include:
- Katie Taylor vs. Amanda Serrano 3 (July 11, 2025)
- NFL Christmas Gameday (2025 & 2026)
- Netflix Tudum 2025 (May 31)
- 32nd Annual SAG Awards (March 1, 2026)
Upcoming 2025 and Beyond Slate Highlights:
Returning Favorites:
- 3 Body Problem Season 2
- A Good Girl’s Guide to Murder Season 2
- A Man on the Inside Season 2
- America’s Sweethearts: Dallas Cowboys Cheerleaders Season 2
- Avatar: The Last Airbender Season 2
- Beauty in Black Season 2
- BEEF Season 2
- Big Mouth Season 8
- Bridgerton Season 4
- Devil May Cry Season 2
- The Diplomat Season 3
- Emily in Paris Season 5
- Forever Season 2
- The Four Seasons Season 2
- Fubar Season 2
- The Gentlemen Season 2
- Ginny & Georgia Season 3
- The Lincoln Lawyer Season 4
- Love is Blind Season 9
- Love on the Spectrum Season 4
- Love, Death & Robots Season 4
- Lupin Part 4
- Million Dollar Secret Season 2
- Monster Season 3
- My Life with the Walter Boys Season 2
- The Night Agent Season 3
- Nobody Wants This Season 2
- One Piece Season 2
- Outer Banks Season 5
- Owning Manhattan Season 2
- Perfect Match Season 3
- Quarterback Season 2
- Record of Ragnarok Season 3
- Running Point Season 2
- Sakamoto Days Season 1 Part 2
- The Sandman Season 2
- Selling the OC Season 4
- Squid Game Season 3
- Squid Game: The Challenge Season 2
- Starting 5 Season 2
- Stranger Things Season 5
- Sweet Magnolias Season 5
- Temptation Island Season 2
- Tires Season 2
- Tomb Raider: The Legend of Lara Croft Season 2
- The Upshaws Part 7
- The Vince Staples Show Season 2
- Virgin River Season 7
- Wednesday Season 2
- The Witcher Season 4
- With Love, Meghan Season 2
- XO, Kitty Season 3
WEDNESDAY SEASON 2 FAMILY PORTRAIT
New Drama Series:
- The Abandons
- Agatha Christie’s The Seven Dials Mystery
- The Age of Innocence
- All the Sinners Bleed
- The Beast in Me
- Black Rabbit
- The Body
- Boots (Formerly known as The Corps)
- The Boroughs
- Death by Lightning
- East of Eden
- His & Hers
- I Will Find You
- Little House on the Prairie
- Man on Fire
- Nemesis
- Pride and Prejudice
- Run Away
- Sirens
- Something Very Bad is Going to Happen
- Unaccustomed Earth
- Untamed
- The Waterfront
- Wayward
New Comedy Series:
- Bad Thoughts
- GOLF
- Leanne
- Too Much
- Tyler Perry’s She the People
- Untitled Dan Levy
- Vladimir
New Sports Series:
- America’s Team: The Gambler and His Cowboys
- Power Moves with Shaquille O’Neal
- PRIME TIME
- Rafa
- Unt. SEC Football
- WWE: Unreal
New Competition Series:
- Building the Band
- The Golden Ticket
New Documentary Series & Films:
- Apocalypse in the Tropics
- Cold Case: The Tylenol Murders
- EDDIE
- Elway
- Katrina: Come Hell and High Water
- The Perfect Neighbor
- Trainwreck Anthology
- Selena y Los Dinos
- Unt. Märtha Louise and Shaman Durek Documentary
- Unt. New Yorker Documentary
- Victoria Beckham
New Standup Specials:
- A new special from: Kevin Hart
- A new special from: Leanne Morgan
- A new special from: Mo Amer
- A new special from: Nate Bartgatze
- A new special from: Sheng Wang
- A new special from: Taylor Tomlinson
- Mike Birbiglia: The Good Life
- Sarah Silverman: PostMortem
New Films:
- 72 Hours
- A Merry Little Ex-Mas
- Animals
- Apex
- Champagne Problems
- Enola Holmes 3
- Fear Street: Prom Queen
- Fight for ’84
- Frankenstein
- Happy Gilmore 2
- Here Comes the Flood
- Jay Kelly
- Ladies First
- The Mosquito Bowl
- My Oxford Year
- My Secret Santa
- Night Always Comes
- Office Romance
- The Old Guard 2
- People We Meet on Vacation
- The Rip
- Steve
- The Thursday Murder Club
- Tyler Perry’s Madea’s Destination Wedding
- Tyler Perry’s R&B
- Tyler Perry’s Straw
- Untitled Kathryn Bigelow
- Wake Up Dead Man: A Knives Out Mystery
- The Whisper Man
- The Woman in Cabin 10
- The Wrong Paris
New Animation & Anime:
- Fixed
- Haunted Hotel
- In Your Dreams
- KPop Demon Hunters
- Leviathan
- Long Story Short
- Mating Season
- My Melody & Kuromi
- Splinter Cell: Deathwatch
- Stranger Things: Tales From ‘85
- The Summer Hikaru Died
- The Twits
A Clear Message to Advertisers
Netflix used Upfront 2025 to showcase a compelling mix of tech, storytelling, and cultural influence. With enhanced ad tools, more data insights, and a global content strategy, the message was loud and clear: Netflix isn’t just in the conversation — it’s driving it.
Advertising Growth: Engaged Audiences, Elevated Value
Amy Reinhard, Netflix’s President of Advertising, opened the event with notable metrics: Netflix’s ad-supported plan now reaches over 94 million global monthly active users, including more 18-34-year-olds than any US cable or broadcast network. With US ad-plan users averaging 41 hours per month, the platform is positioning itself as a premium destination for advertisers.
Reinhard emphasized the strength of Netflix’s ad performance:
- 8X higher brand favorability vs. the CTV average
- 162% higher sales per impression
- 3X higher purchase intent
“Our superpower has always been the fact that we have both world-class technology and world-class entertainment,” she stated.
Introducing the Netflix Ads Suite
Netflix officially launched its in-house Netflix Ads Suite in the US and Canada, with full global rollout by June. The platform offers:
- Advanced Data Targeting: Use of first-party data via LiveRamp or directly with Netflix, plus third-party partners like Experian and Acxiom.
- Flexible Buying Models: More deal types and programmatic options.
- Expanded Measurement Tools: New brand lift capabilities tied to real viewing behavior.
- Creative Formats: Generative AI will enhance mid-roll and pause ads, offering overlays, CTAs, and second-screen options by 2026.
Reinhard summed up: “The foundation is in place. The pace of progress is about to accelerate.”