What’s behind Netflix’s CTV market share jump?

The streamer is set to grab almost 10% of global CTV ad spend. Media buyers say live sports, lower prices and DSP partnerships are making a difference.

7 April 2026 at 08:13 am

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What’s behind Netflix’s CTV market share jump?

Netflix’s CTV market share jump has been a significant development in the world of streaming and advertising. The platform is poised to capture nearly 10% of global connected TV (CTV) ad spend, a substantial increase from its previous 3.7% share at the end of 2025. This growth is not accidental; it is driven by a combination of strategic moves and market conditions that have made Netflix a more attractive option for advertisers.

One of the key factors behind this surge is the stabilization of prices. Media buyers have noted that Netflix’s pricing strategy has become more competitive and appealing to advertisers. This price stability has helped build confidence among marketers, who are now more willing to invest in the platform. As a result, Netflix has been able to attract a larger share of the CTV advertising market, which is itself growing.

Another significant contributor to Netflix’s success is its expanding slate of live sports programming. Live sports events have long been a popular and effective way for advertisers to reach audiences. By offering a growing number of live sports broadcasts, Netflix has been able to attract advertisers looking to capitalize on the high viewership and engagement these events generate. This has provided advertisers with new opportunities to connect with audiences in real-time, further solidifying Netflix’s position in the market.

In addition to these factors, Netflix’s partnerships with demand-side platforms (DSPs) have played a crucial role in increasing its accessibility for programmatic investments. One such partnership, struck last year with Amazon’s DSP, has made it easier for advertisers to invest in Netflix’s ad inventory through programmatic buying. This has opened up new avenues for advertisers to reach audiences on the platform, contributing to Netflix’s growing CTV market share.

David Dweck, president at media agency Go Fish, has observed that advertisers are increasingly leaning towards CTV, with Netflix being a significant beneficiary of this trend. The combination of stable pricing, live sports programming, and partnerships with DSPs has made Netflix a more attractive option for advertisers looking to reach connected TV audiences.

In conclusion, Netflix’s CTV market share jump can be attributed to a strategic blend of factors, including price stabilization, live sports programming, and partnerships with DSPs. These elements have collectively positioned Netflix as a compelling ad platform, allowing it to capture a larger share of the growing CTV market. As the trend continues, it will be interesting to see how Netflix further evolves its strategy to maintain its competitive edge in the advertising landscape.

Source: Future of TV Archives - Digiday

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