{
  "id": 15807858,
  "title": "Greg Peters Says Netflix Ad Business Is ‘A Bit Behind’ and Has a ‘Long Road Ahead’",
  "url": "https://urgent.news/2026/10/20/greg-peters-says-netflix-ad-business-is-a-bit-behind-and-has-a-long",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-10-20T21:28:06.000Z",
  "source": {
    "name": "TheWrap",
    "slug": "thewrap",
    "url": "https://www.thewrap.com/media-platforms/streaming/greg-peters-netflix-ads-business-behind-earnings-call/"
  },
  "original_language": "en",
  "account": "Netflix co-CEO Greg Peters revealed that the company's advertising business is lagging behind its ambitious growth goals for the year. During the streamer's Q3 earnings call, Peters explained that while the ads division has seen strong growth since its launch, they are currently \"a bit behind our aggressive target for the year.\" He emphasized that they established an ambitious product roadmap to match their strategy, but acknowledged that a short-term setback is a worthwhile trade-off for a better long-term position. Netflix finalized 2026 upfront negotiations, nearly doubling their ad commitments, which aligns with market expectations. They declined to disclose specific figures but mentioned strong advertiser interest in popular series like \"Love Is Blind,\" \"Bridgerton,\" and upcoming films such as \"Narnia: The Magician's Nephew.\" Peters confirmed that Netflix's ad tier has surpassed 250 million monthly active viewers, with over 80% of ad plan members watching weekly. He stated that the company's ad strategy priorities remain unchanged, focusing on a diverse range of ad options. The streaming giant also highlighted growing demand for advertisers on sports and live events, including NFL, WWE, and MLB content, as well as high demand for 2027 FIFA Women's World Cup sponsorships. Despite recent layoffs, Netflix met Wall Street expectations with $12.87 billion in revenue for the quarter.",
  "summary": "The co-CEO adds he does not think the \"modest short-term hit\" will impact its growth down the line The post Greg Peters Says Netflix Ad Business Is ‘A Bit Behind’ and Has a ‘Long Road Ahead’ appeared first on TheWrap .",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}