Just over a year into selling advertising, Netflix is ​​laying out plans for its debut at Upfronts, New York's annual spring showcase for ad buyers and sellers.

The streaming giant will hold what it calls a “keynote presentation”, presented by senior executives, on the afternoon of May 15th. The following day, a set of activations called “The Netflix Experience” will be open to advertisers at Pier59 Studios in New York.

The original plan was for Netflix to hold an early presentation in May 2023 at the Paris Theater, where it operates. As the WGA strike cast a shadow over the industry in the run-up to the upfronts, companies made a number of adjustments to their presentations and Netflix switched to a virtual event.

This year, with labor and Covid threats easing, several major ad sellers have already announced plans for mid-May showings, the traditional home broadcasters have built for decades. NBCUniversal, YouTube and Warner Bros. Discovery confirmed proposals during the week of May 13, while Paramount Global said it plans to continue engaging customers in a more targeted way, as it began doing in 2023. CBS, owned by Paramount, has long been known. for convening the poster child of broadcast TV's opening week, a huge gathering at Carnegie Hall, followed by a packed party.

Netflix’s “experiences” hook fits with its growing efforts to put together events connected to major originals, such as Bridgerton It is Weird stuff. Other verticals to be represented at the New York start will be Netflix Bites for food-related programming and Netflix is ​​a Joke, a comedy sub-brand.

Netflix officially launched its cheapest ad-supported subscription tier in November 2022. By the end of 2023, it had reached 23 million monthly active users and was credited with helping the company add nearly 30 million subscribers last year. (The company does not break down subscriptions by tier.)

Speaking to Wall Street analysts on the company's fourth-quarter earnings call, co-CEO Greg Peters said the company is “focused on the long-term revenue potential here. We are very optimistic about this. It's a huge opportunity: $180 billion in advertising spending, excluding China and Russia, and $25 billion on connected TV alone. We know that advertising investment follows engagement. We have the most engaged audience. Therefore, we believe we are well positioned to capture some of the advertising spend that shifts from linear to streaming.”