Netflix launches ad-supported plan in the Netherlands on 1 March 2027

Netflix is launching its ad-supported subscription in the Netherlands on 1 March 2027. The announcement was made by Amy Reinhard, President of Advertising at Netflix, at Netflix's first UK Upfront in London. In addition to the Netherlands, Austria, Belgium, Denmark, Ireland, Norway, Poland, Sweden and Switzerland will also be added to the advertising markets.

Advertisers will gain access to the Dutch market through the Netflix Ads Suite. The Netflix Ads Suite is Netflix's proprietary advertising technology platform, which was launched in May 2025. The platform is being further expanded with, among other things, data collaboration tools, targeting and measurement solutions, and new ad formats.

Pause Ads, for example, will become programmatically available via partner DSPs, and Netflix is expanding its demographic targeting to include income and household composition.

Netflix announced in May 2026 that its ad-supported subscription would be expanded to fifteen new countries in 2027, including the Netherlands and Belgium. At the UK Upfront on 24 September, Netflix revealed the specific launch date of 1 March 2027.