Key facts
- Netflix's advertiser deals in Japan increased 12-fold between January and September 2026 year-over-year.
- The World Baseball Classic and original drama series were key drivers of this growth.
- Advertisers across various industries, including consumer goods, technology, gaming, and entertainment, are engaging with Netflix.
- Netflix reported a 4x increase in brand awareness for advertisers compared to terrestrial TV and other streaming services.
- Netflix began offering live ad packages for WWE in Japan in November 2026.
Netflix has experienced a significant surge in advertiser transactions in Japan, growing 12-fold in the first nine months of 2026 compared to the same period in the previous year. This expansion is largely attributed to the exclusive broadcast rights for the World Baseball Classic in March and a robust selection of original drama series.
Toshiyuki Tanaka, Netflix's director overseeing ad sales in Japan, stated that the company is attracting a wide range of advertisers, with a notable increase in those from the gaming and entertainment sectors, in addition to consumer goods and technology companies. He highlighted the effectiveness of Netflix's advertising, noting that recent surveys indicate a fourfold increase in brand awareness compared to terrestrial television and other video streaming services.
Netflix introduced its ad-supported viewing plans in Japan in 2022, focusing on non-disruptive ad placements during natural story breaks. Tanaka emphasized the company's pursuit of "quality of reach" by ensuring ads do not interrupt the viewing experience, stating, "By creating ad designs that allow viewers to stay immersed in the work, we are pursuing the quality of reach."
In live broadcasts like the World Baseball Classic, Netflix strategically avoided placing ads during peak moments to maintain viewer immersion. This approach resulted in brand lift for all advertisers, with average increases of 22.8 points in favorability and 22.7 points in purchase intent. The company plans to continue this strategy with live content, including offering live ad packages for WWE, which began streaming weekly in Japan in October 2026.