Netflix has announced plans to introduce AI-generated advertising, including the much-discussed pause ads, within its programming on the ad-supported tier starting in 2026. This development, initially reported by Media Play News, raises questions about how these ads will be tailored to viewers. It remains unclear whether the ads will be personalized based on watch history or related to the content currently being viewed. At this stage, details about the backend operations and presentation of these ads are sparse, but their arrival is confirmed.
During the recent Upfront for advertisers event in New York City, Amy Reinhard, Netflix's President of Advertising, highlighted the company's unique strengths. "Either they have great technology, or they have great entertainment," she stated. "Our superpower has always been the fact that we have both." Reinhard emphasized that Netflix's ad-supported tier subscribers engage more deeply with content, noting, "When you compare us to our competitors, attention starts higher and ends much higher. And even more impressive, members pay as much attention to mid-roll ads as they do to the shows and movies themselves."
According to Reinhard, subscribers on the ad-supported tier spend an average of 41 hours per month on Netflix, which translates to approximately three hours of ads per month. This is significant, especially considering these ads will be AI-generated starting in 2026. While Netflix has yet to announce an official implementation date, the shift towards AI-driven advertising is set to change the viewing experience for its ad-supported subscribers.
