The third edition of Behind The Streams focused on the evolution of streaming advertising, unveiling new data on audience attention, premium formats and Netflix Ads technology that will reach the Brazilian market next year.
Netflix Ads presented the latest developments in its advertising strategy in Brazil during the third edition of Behind The Streams, an event that brought together company executives, international talent and industry representatives.
Held as part of Netflix’s Upfront in Brazil, the event focused on three key areas: attention measurement, the development of new advertising formats and the evolution of technology applied to streaming campaigns.
Among the main announcements were the initial results of an audience attention study conducted by Amplified in Brazil, as well as new Netflix Ads Suite solutions set to launch in the market in 2027.
Netflix puts the spotlight on attention
Will Zanette, Head of Advertising Measurement and Analytics at Netflix, presented the initial findings of the attention study conducted by Amplified in Brazil.
According to the data shared during the event, Netflix ads achieve attention levels comparable to those of series and films. Some 67% of measured attention is active, when viewers are looking directly at the screen, while 17% is passive attention, when viewers are not looking directly at the screen but continue listening to the content.
Taken together, the study indicates that 84% of exposure to a video ad on Netflix receives audience attention.
The company also presented findings from a meta-analysis conducted by Media Hero in Brazil. According to the results, Netflix delivered 31% higher media efficiency than the overall market average, 94% higher than television and 89% higher than digital video.
In terms of brand impact, campaigns developed in Brazil also outperformed market averages across the metrics presented: +100% in message association, +11% in consideration and +50% in purchase intent.
New formats and technology for 2027
Leo Khéde, Netflix’s Senior Director of Advertising for Latin America, previewed new Netflix Ads Suite solutions that will begin rolling out in the Brazilian market in 2027.
Among them is Creative Fusion, a tool that will use Netflix’s proprietary artificial intelligence technology to integrate brands’ visual identities into the narrative and visual worlds of Netflix series and films.
The company also announced new possibilities for interactive ads, as well as additional elements for Pause Ads, one of Netflix’s advertising formats, which will become available for programmatic buying next year.
The strategy aims to combine technology, data and creativity to give advertisers tools that enable more precise targeting based on audience, context and timing.
New opportunities for brands
The event also highlighted the evolution of partnerships between Netflix and brands. Fernanda Guimarães, Director of Brand Partnerships for Latin America, outlined how these agreements have expanded from customized projects and content integrations to live activations and product licensing.
The company is seeking to extend the impact of its key franchises beyond the screen, bringing their narrative universes into other consumer spaces and experiences for fans.
Netflix prepares new premium formats
Amy Reinhard, President of Advertising at Netflix, participated in Behind The Streams for the first time and also previewed developments for Latin America.
Starting March 1, Colombia and Peru will introduce Netflix’s ad-supported plan. The executive also said the region will begin testing premium advertising formats, including options that will allow brands to occupy prominent positions when users enter the service.
The event also featured talent from several Netflix productions, including Ashley Park and Lucien Laviscount from Emily in Paris, as well as Claudia Raia, Bruno Mazzeo, Nanda Costa and Raphael Montes.
With these announcements, Netflix Ads is looking to further develop its proposition for advertisers in Latin America by combining premium content, new technology tools, programmatic buying and attention-based measurement to expand the possibilities of advertising within streaming.
