Netflix announced an expanded lineup of live streaming content during its recent Upfront presentation, further signaling its increased emphasis on live TV programming. With a global audience that now surpasses 94 million monthly active users, the platform continues to integrate live entertainment offerings, including sports, comedy specials, and notable awards events.
Highlighting upcoming live broadcasts, Netflix Chief Content Officer Bela Bajaria revealed that subscribers would be able to watch the much-anticipated rematch between boxing champions Katie Taylor and Amanda Serrano on July 11. Additionally, through a new agreement with the National Football League (NFL), Netflix will stream two prominent Christmas Day football matchups featuring the Dallas Cowboys taking on the Washington Commanders and the Detroit Lions battling the Minnesota Vikings.
Further expanding its presence in entertainment awards, Netflix will also provide live coverage of the 32nd Annual Screen Actors Guild Awards, scheduled for March 1, 2026. The company’s signature promotional event, “Netflix Tudum 2025: The Live Event,” will also air live later this month, adding to an already robust schedule featuring weekly live WWE programming.
During the event geared toward advertisers, Netflix unveiled enhancements to its “Netflix Ads Suite.” The platform will now offer integrations of first-party data through partnerships with data platform LiveRamp, as well as new internal measurement solutions. The upgraded suite will also allow programmatic ad buying and introduce a generative AI-powered ad format designed to match advertisements more closely with Netflix’s diverse programming slate.
In its pitch to advertisers, Netflix emphasized its substantial success in attracting younger viewers, noting that it commands a larger audience within the coveted 18- to 34-year-old demographic than any American broadcast or cable television provider. Moreover, Netflix stated that users of its ad-supported subscription tier in the U.S. watch, on average, approximately 41 hours of content each month.
