Netflix had a trio of announcements on Tuesday. First up was introducing a half time act for the Thanksgiving Eve NFL game. Next was an update on the Netflix Ads Suite. Finally, the streamer shared a Q3 2026 financial update.
Thanksgiving Eve
The National Football League and Netflix announced U2 as the halftime entertainment for the Packers vs. Rams on November 25. Those two teams will meet at SoFi Stadium in Los Angeles at 8PM ET/5PM PT. The Irish rock band, celebrating 50 years together, will have the honor of participating in the very first Thanksgiving Eve NFL game. Will this become a tradition like Thanksgiving and Christmas football?
“There’s a reason U2 has headlined stadiums for decades: they don’t just perform, they deliver iconic moments audiences remember forever. We’re thrilled that they’ll bring that same magic to the NFL stage on Netflix. It’s going to be an unforgettable night for football fans and Netflix members worldwide.”
Ted Sarandos, co-CEO of Netflix
Netflix Ads Suite Updates
Netflix announced several update to their Ads Suite:
Conversion Data Onboarding: Netflix enhanced its Conversion API (CAPI) and introduced a new Netflix Pixel. This will enable advertisers to onboard over 20 lower-funnel conversion events in a standardized format. This allows clients to run first-party measurement tests (such as conversion lift, attribution, and A/B testing) and build targeted audience segments.
Expanded Programmatic Audiences: Building on earlier integrations with Yahoo DSP and Amazon Ads Agent, advertisers can now use The Trade Desk to target using third-party data partners or their own first-party audiences across Netflix ads.
Performance Proof & ROI: Recent Kantar brand lift studies showed Netflix leading across all brand lift metrics (e.g., Brand Awareness, Brand Favorability, and Consideration Intent) compared to total media mix averages. Additionally, first-party Conversion Lift data with a delivery app partner demonstrated a +2.7% lift in signups and a 2.9% lift in new trial conversions.
In-DSP Measurement Tools: In-DSP attribution measurement is now live within Yahoo DSP, with expanded reach, frequency, and attribution measurement capabilities launching soon for The Trade Desk.
Global Expansion Plans: Netflix plans to expand its ads tier to 15 additional countries, starting in March 2027 with markets including Austria, Belgium, Colombia, Denmark, Ireland, the Netherlands, Norway, Peru, Poland, Sweden, and Switzerland.
Q3 2026 Financial Update
Highlights from the Netflix Q3 2026 Financial Update:
- Q3 revenue grew 12% year over year (11% on a F/X neutral basis ) to $12.9B, consistent with the company’s forecast.
- Operating margin was 34.6%, up from 28.2% in Q3’25 and ahead of our forecast primarily due to the timing of expenses.
- For 2026, Netflix expects revenue of $51.1B (+13% year over year) and an operating margin of 31.5%.
- The worldwide Netflix audience is approaching one billion people.
