Netflix Ads Mexico 2026: The In-House Technology Powering the Next Evolution of Brand–Fandom Connections

• Netflix Ads unveils AI-powered advertising formats for 2027, new interactive features, and in-house tools to measure campaign impact.

• In 2027, Netflix will exclusively stream the Concacaf Nations League Finals and Concacaf Gold Cup in Mexico, along with new Mexican productions. 

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Netflix brought together leaders from media agencies, advertisers, and brands this Thursday at its Upfront Mexico 2026 to present the next stage in the evolution of Netflix Ads: a business built on in-house technology that combines AI-powered advertising formats, new measurement tools, and increasingly sophisticated capabilities to help brands connect with the stories and conversations that are driving audiences today.

The event opened with an overview of the business and the evolution of the Mexican market, presented by Marcos Órdenes, Director of Netflix Ads in Mexico: “Netflix in Mexico is celebrating. We are celebrating 15 years in Mexico and Latin America and four years of our global ads business. Today, in countries where we offer ads, more than 60% of our new global subscribers choose the ad-supported plan. With Netflix Ads, brands can move beyond fragmented media plans and consolidate their reach in one place, thanks to our unmatched variety and quality. We also have more and more tools to understand our viewers, allowing us to connect brands with their audiences more precisely.”

New possibilities for brands

The technology behind Netflix Ads Suite (NAS) continues to expand, giving advertisers new ways to connect with audiences, make ad buying easier, and measure campaign impact.

• New AI-powered advertising formats: Starting in 2027, Netflix will introduce ads that naturally integrate into the worlds of its series and films, beginning with Pause Ads, which appear when viewers pause content.

• “Send to Phone,” from the screen to your phone with one click: Viewers will be able to send brand information directly to their phones to explore later, without interrupting their entertainment experience.

• New in-house measurement tools: NAS solutions connect campaigns to outcomes, from their impact on brand metrics (Brand Lift) to the actions they drive (Conversion Lift) and Netflix’s influence on those actions (Attribution).

• New planning and measurement tools: Brands will be able to integrate campaign reports directly into their own platforms to better understand the interests of Netflix audiences (Audience Insights API) and estimate campaign reach (Reach Curve API).

Real attention: the new standard in advertising

During Upfront Mexico 2026, Gloria Roncancio, Head of Measurement & Insights at Netflix Ads Mexico, highlighted that attention has become one of the biggest challenges in digital advertising.

Studies conducted with measurement partners including Amplified Intelligence, Alter Agents, and Lucid Measurement show that Netflix stands out in Mexico for capturing and holding audience attention, including among Gen Z:

• Gen Z is paying attention on Netflix: they pay attention to 84% of every ad they see on Netflix.

• Gen Z records 84% attention on Netflix ads in Mexico.

• Netflix campaigns generate 350% higher ad recall than campaigns on other platforms.

• Campaigns drive 250% greater brand consideration than those on other platforms.

• Purchase intent increases 38% more with ads on Netflix than on other platforms.

• 4 out of 5 viewers take some form of action after seeing an ad on Netflix.

The power of fandom and partnerships

Partnerships between brands and Netflix have tapped into cultural moments, generating measurable results for advertisers. Notable examples include KFC’s collaboration with Stranger Things, which brought the world of the series to immersive experiences beyond the screen; Nu’s partnership with Club de Cuervos, the first global brand integration with a title that premiered 16 years ago; as well as campaigns from Corona and Victoria around the premiere of the docuseries Juan Gabriel: Debo, puedo y quiero and major entertainment moments such as Canelo vs. Crawford, SUPERNOVA: GENESIS, and México 86.

Magno Herrán, VP Global Brand and Partnerships at Netflix, spoke about the potential of partnerships with the company: “Brands are looking for more than exposure; they’re looking for connection. At Netflix, we have the stories, the fans, and the tools to create partnerships that make our partners part of the cultural moments no one wants to miss. When a brand contributes to the story and connects authentically with the audience, fans make it their own, and that connection translates into results.”

Live entertainment and a wide range of formats and stories

Carolina Leconte, VP of Content for Mexico and Licensing for Latin America, presented the most anticipated titles for the 2026/2027 season, highlighting Netflix’s commitment to local stories, including the expansion of the Contraataque universe and documentaries about Saúl “Canelo” Álvarez and Keiko, along with a wide range of genres and formats such as the reality series Habilidad Física:100 México and live sports events including the Concacaf Gold Cup and the Concacaf Nations League Finals.

To accompany these announcements, Netflix talent joined the stage, including Renata Vaca (Mal de Amores), Zuria Vega, Michel Brown, and Raúl Briones (El Círculo), and Mauricio Ochmann (35 días).

Upcoming releases:

• Asesinato (Series)

• La madre perfecta (Series)

• 35 días (Film)

• Expansion of the Contraataque universe

• Habilidad Física:100 México (Reality)

• Secreto Millonario (Reality)

• Este no era el plan (Film)

• Un tipo de cuidado (Series)

• Canelo (Documentary)

• The orca Keiko (Documentary)