Netflix said on Jan. 26 it unveiled advertising solutions based on its 2026 content lineup.

At the 'Next on Netflix 2026' event held on Jan. 21, Netflix shared specific metrics showing how content immersion translates into advertising effectiveness, along with partnership results, with major advertisers in South Korea.

According to the presentation, Netflix's monthly active viewers (MAV) for its ad-supported plan in South Korea were tallied at 10.8 million. MAV refers to users on the ad-supported plan who watched content for at least 1 minute. Netflix explained that because viewers choose what to watch themselves, viewing is not confined to specific time slots and every viewing moment functions as meaningful "prime time" from an advertising perspective.

Looking at advertising effectiveness, Netflix viewers showed 19 percent higher ad engagement than the industry average. In particular, 6 out of 10 viewers remembered ads they saw on Netflix without any separate hint, indicating a high share of content focus translating into brand awareness.

It also introduced successful cases combining content intellectual property (IP) with brand messages. Season 2 of 'Culinary Class Wars' worked with CJ CheilJedang, Hanssem and Catch Table to expand brand experiences through products and offline events. Kia used the universe of the film 'Knives Out: Wake Up Dead Man' to conduct joint marketing in six countries globally, including South Korea, demonstrating global scalability.

Results were also notable for "single title sponsorship" that targets viewers of specific titles. OB Beer’s Hanmac saw unaided awareness rise 3.7 times the industry average through marketing using the films 'Mantis' and 'Good News', while brand favorability increased 58 percent.

Lee Choon (이춘), director of the advertising business division at Netflix Korea, said, "As a medium that has established itself in viewers’ daily lives through a variety of content, Netflix provides differentiated advertising effectiveness." He added, "We will continue to create an environment that is meaningful for both viewers and advertisers."