Netflix has reported a significant over 150% increase in upfront ad commitments for 2024 compared to the previous year, attributed largely to high-profile content and live events, including NFL games on Christmas Day. The streaming service successfully secured partnerships with major holding companies and independent agencies for popular series like 'Squid Game' and 'Wednesday', as well as upcoming films and live events. This marks Netflix's second year engaging in upfront negotiations after introducing an ad-supported tier in November 2022, which has now reached 40 million global active users. The company is also launching its in-house ad tech platform, anticipated to enhance advertising capabilities and measurement, set to test in Canada in November. Despite its growth in advertising, Netflix remains smaller in market share compared to traditional rivals like Disney and NBCUniversal, but advertisers are keen to build relationships as its ad tier subscriptions are expected to grow.