Ed Couchman, Netflix’s Head of Advertising UK, opened the streamer’s first UK Upfront in Central London, with a call to brands and advertisers to get closer to the company’s growing business. Netflix’s ad-supported plan reaches over 14 million viewers in the UK alone – nearly one in four people nationwide.
“The point is, we’re not the small challenger in this market anymore,” said Couchman. “Your customers are watching Netflix — and they’re not going anywhere. The only question is whether your media plans went with them.”
Anne Mensah, VP Content UK, highlighted a range of upcoming titles and made several announcements. Black Doves Season 2 was confirmed for November 5, accompanied by a global exclusive first look at the trailer. Plus, Charlie Brooker’s Blackmere will be released in 2027. New commissions include scripted series Witch Hunt and comedy entertainment Hot or Cold. She also confirmed the long-awaited heavyweight showdown between Tyson Fury and Anthony Joshua in Cardiff this December.
Alongside the slate, Amy Reinhard, Netflix’s President of Advertising, shared the latest updates to the offering available to brands and advertisers in the UK and wider EMEA region. She said Netflix Ads Suite, the company’s proprietary tech stack which launched in May 2025, has become increasingly sophisticated with new data collaboration tools, targeting and measurement solutions and the introduction of new formats. Most notably, Pause Ads will be available programmatically across partner DSPs from next month, and Netflix will expand demographic targeting capabilities to include income and household composition.
Reinhard also announced Netflix’s ad-supported plan will expand to nine new countries in EMEA on 1 March 2027, including Austria, Belgium, Denmark, Ireland, the Netherlands, Norway, Poland, Sweden and Switzerland.
Finally, Magno Herran, the company’s VP Global Brand and Marketing Partnerships, unpacked the role of Netflix’s Brand Creative Studio – a dedicated team of writers, designers, producers and strategists who co-create custom brand partnerships. Herran highlighted “The Gentlemen’s Serve” as a great example of this. The multi-market campaign with Stella Artois was built around The Gentlemen Season 2, pairing the show’s Theo James with Stella’s global ambassador Sir David Beckham. It is part of Netflix’s global multi-year partnership with AB InBev.
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