Netflix Front Row: Driving Ads Innovation

During Front Row 2025, Netflix Ads' first event in Mexico, company executives presented their growth strategy and the results of their advertising plan to hundreds of advertisers, consolidating Netflix's commitment to advertising innovation in the country.

A Unique Content Offering

The company emphasized its commitment to delivering a diverse and high-quality content slate, fueled by its scale in Mexico, Latin America, and globally. Francisco Ramos, Vice President of Latin American Content, spoke about what makes Netflix different: "We program content for 700 million people around the world, so we have to offer the best of everything. That’s why, just this past week, we released a drama like Inconceivable Sins as well as the second season of Wednesday. There’s always something new on so that our members can discover their next favorite series or film."

To highlight some of Netflix’s upcoming content, Francisco was joined by the stars of new Mexican series: Zuria Vega and Andrés Baida (Inconceivable Sins); Alfonso Herrera (The Dead Girls); Ana González Bello and Diego Klein, joined by Love 9 to 5 creator Carolina Rivera; as well as Renata Vaca and Juan Pablo Fuentes (Lovesick). 

A very attentive audience

In an ecosystem saturated with options and fragmented audiences, Marcos Órdenes, Director of Ad Sales for Mexico, highlighted how Netflix manages to set itself apart: “Not only are we growing in reach, but we are also forging a deep and meaningful connection with our members.”

The data backs this up:

• Netflix Ads users consume an average of over 2 hours of content per day.

• They accumulate 64 viewing hours per month.

• They connect with 25 different titles every 30 days.

Órdenes also emphasized that 72% of users in Mexico do not consider canceling their subscription, thanks to the consistent value and diversity of content that Netflix offers. “This level of engagement creates a unique advertising environment: immersive, effective, and part of a relevant cultural experience,” he stated.

Pushing the boundaries of attention: live experiences, Canelo vs. Crawford

Netflix is also redefining how it connects with audiences through live experiences. During the event, it was noted that the exclusive streaming of the fight between Canelo Álvarez and Terence Crawford on September 13 will be the first sporting event livestreamed on Netflix with differentiated advertising for Mexico.

What does this mean for brands? A live broadcast tailored to Mexican audiences, maintaining Netflix's global quality but incorporating local advertising slots. An unprecedented opportunity to connect with a deeply committed and passionate fanbase amid the Mexican Independence celebrations of September 15.

“This event follows the success of the Jake Paul vs. Mike Tyson fight, which became the most-watched sporting event in the platform's history, with record viewing figures,” Órdenes said.

NAS launch in Mexico

To capitalize on this connection with the audience, Netflix recently launched its new Netflix Ads Suite (NAS) in Mexico, a comprehensive advertising solution that includes advanced targeting, precise metrics, and creative options powered by artificial intelligence, including interactive ads during breaks and mid-rolls, with rollout planned for 2026 in the 12 countries where the ad-supported plan is offered:

• Proprietary ad serving technology.

• Advanced segmentation based on user behavior.

• Real-time reporting for agile and accurate decision-making.

• Creative formats that instantly match ads to the universe of available content.

A partner that connects with audiences

At the event, Gloria Roncancio, Senior Manager of Ads Measurement for Netflix Mexico, spoke about one of Netflix's most representative partnerships of 2025: the campaign to celebrate Coca-Cola's iconic glass bottle, “¿Sabe Mejor en Vidrio?” (“Does it taste better in glass?”), which targets Gen-Z and Millennials. “This campaign not only connected with the emotional memory of young audiences, but also achieved outstanding results: a 9.1-point increase in ad recall and a 9.6-point increase in purchase intent among the 18-24 audience,” she said.

She also unveiled several creative campaigns set to launch this year in Mexico, including the recently released campaign with NU to celebrate the second season of Wednesday.

During the first edition of Front Row, it was made clear why Netflix is the ideal strategic partner for positioning brands in the spotlight. Leveraging the hype behind its series and films, along with a highly engaged audience and innovative advertising solutions, the company provides advertisers in Mexico with a unique opportunity to join the global conversation that only Netflix can offer.