Netflix's Opening Upfront Salvo: We're Going and Growing Content and Ad Ops

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The Big Message: Look for Netflix to expand the programming mix -- and the mix of ways to run brand and product/service campaigns -- reaching 40 million active users to its ad supported tier worldwide every month. There's no end of plentiful (AKA peak) TV in sight here, announced Chief Content Officer Bela Bajaria. "At a time when others are pulling back, we're investing more," she continued. "The focus is on variety and quality, and we need to make both great. We have to make the best version of everything. The goal is to have audiences press play and stay."

Hosts: Bajaria was front and center for most of the presentation -- at ease, engaging and energetic at all times. Chief Marketing Officer Marian Lee, Advertising President Amy Reinhard and Advertising Sales Vice President Peter Naylor also addressed attendees.

What Worked: A well-mixed assortment of videos, star appearances and new series/content announcements. On the heels of Netflix's outdoor Bridgerton showcase the previous Saturday afternoon (visited by 2,000 people and hundreds more turned away), and the start of season three the next day, creator Shonda Rhimes made a rare in-person NYC appearance to launch the presentation, then offered a sneak peek at a pivotal scene from the season opener. Jamie Foxx, two days after his Fox Upfront gig, came on with Cameron Diaz to discuss their new Netflix flick Back In Action. Yes, this is Cameron Diaz's first movie in a decade. And yes, Foxx didn't stick to his teleprompter-rolling remarks -- to audience cheers. Meantime, a few hours fresh from a Warner Bros. Discovery Upfront turn, Mindy Kaling joined actress Kate Hudson to introduce Running Point, the new comedy series Kaling will executive produce.

What Also Worked: Turning the rest of the floor into a multi-room experience, featuring dedicated rooms to Bridgerton, Squid Game, sports coverage and docuseries, and upcoming content. Dancers did promenades to live music from a string quartet in the Bridgerton room, while attendees at Squid Game's location tried their skill -- some several times -- at a fast-paced version of "red light, green light." Side trivia: Netflix House, a larger facility for these attractions and more, will open in NYC next year.

What Can Work Here: Making time for one or two examples of brand campaigns placed on Netflix's ad-tier and what results were achieved.

Data Points: Netflix now has 40 million-plus subscribers worldwide to its ad-supported offering. Seventy percent of those customers watch 10 hours or more each month, while 50 percent catch 20 hours or more each month.

News: Scripted series getting a greenlight announcement here include Golf, featuring Will Ferrell as a legendary golfer, family drama The Waterfront from creator Kevin Williamson, and an untitled bullriding circuit saga starring country music star Tim McGraw. 3 Body Problem will return for a second season in 2025. In the live event arena, Netflix confirmed a deal to play this year's NFL doubleheader Christmas Day (Kansas City vs. Pittsburgh/Baltimore vs. Houston) -- with the right to show at least one Christmas Day game live in the next two years. Over the next year, Netflix will create an in-house advertising tech infrastructure, crafting new ways to buy ad time -- programmatic and interactive/shoppable included --leverage first-party data insights and track the impact of audience measurement techniques. Reinhard expects the platform will be operational worldwide by the end of 2025.

Bonus Points: Fantastic post-presentation variety of eats inside a colorful pair of Netflix Bites rooms. Vegan burger sliders, avocado spring rolls and chicken sausage roll-ups with a tangy glaze are my top picks.

Parting Words: "I just want to make shows where nobody bothers me. Netflix makes shows that you can't do in a way elsewhere on TV. It's such a comfortable creative environment for me." -Bridgertoncreator/executive producer Shonda Rhimes.

"We'll give you more access on-screen, off-screen and in-between." -Marian Lee, Netflix Chief Marketing Officer.

"I can't wait to fill this show with laundry detergent ads. Anything you want to sell is good." -Running Point executive producer Mindy Kaling.

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