Netflix said on Tuesday it has announced a new advertising strategy centered on viewer attention.

A day earlier, Netflix held an event titled "Behind the Stream 2026" at the Grand InterContinental Seoul Parnas for about 600 local advertisers and unveiled its new ad strategy, "Attention to Connection".

Lee Choon (이춘), advertising director at Netflix Korea, said the ad marketing market has recently shifted from competition over "how much exposure" to "who received deeper attention". She described Netflix as an optimal partner for immersing highly engaged viewers in brand advertising based on a wide range of content.

In the advertising industry, recognition is spreading that existing metrics such as reach and gross ratings make it difficult to explain actual ad effectiveness. Netflix pointed out that ads that do not capture viewers' attention are not remembered and are less likely to lead to purchases.

Netflix's Attention to Connection ad strategy focuses on using content and technology to link highly attentive viewers with brands to generate results. In Netflix's own 2025 survey, 74 percent of viewers exposed to Netflix ads took related actions such as searching for or purchasing products after watching an ad. In research by global firm Kantar, reach and gross ratings had a low correlation with brand impact, while attention showed a correlation of more than 0.6 with brand impact.

Lee said 60 percent of new global subscribers choosing ad-supported plans means the stage has broadened for ad partners to meet target consumers. She said Netflix would work to help brand advertising connect more deeply with viewers and draw attention.

The event also introduced domestic advertising partnership cases using Netflix content universes, brand messages and touchpoints with target consumers. Netflix is introducing new solutions to connect content and advertising, including the Netflix Ads Suite, single-title sponsorships and interactive video ads.

Netflix plans to start advertising anew in 15 countries in 2027, providing ad services in a total of 27 countries.