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Netflix closes upfront, doubling ad commitments as World Cup inventory sells out

Netflix wrapped its 2026 upfront with ad commitments nearly double last year’s, on track for $3B in ad revenue. Women’s World Cup sponsorships are sold out, signaling advertisers now treat Netflix sports as premium, scarce inventory.

Why it matters. Advertisers who missed Netflix’s upfront now find Women’s World Cup game sponsorships sold out, leaving only scraps of in-game inventory to buy later at higher cost.

Signal from deadline.com · Dade Hayes · read the original.

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