Netflix is making a major push into live programming as it evolves beyond its on-demand roots. At its recent Upfront presentation, the streaming giant announced an expanded lineup of live events coming to its platform, building on its successful WWE wrestling broadcasts and marking a strategic shift in its content offerings.
The new live additions include high – profile boxing matches like the Katie Taylor vs. Amanda Serrano rematch on July 11th, along with two exclusive NFL Christmas Day games featuring marquee matchups between the Cowboys-Commanders and Lions-Vikings. Netflix will also become the new home for the Screen Actors Guild Awards starting in 2026, while preparing to stream its own “Netflix Tudum 2025” live fan event later this month.
With over 94 million monthly active users globally, Netflix emphasized its strong appeal to younger demographics during the presentation. The service now reaches more 18–34-year-olds than any U.S. broadcast or cable network, with ad-tier subscribers averaging 41 viewing hours monthly.
For advertisers, Netflix unveiled enhanced targeting capabilities through its Netflix Ads Suite. New features include first-party data integration from LiveRamp and Netflix’s own measurement solutions, expanded programmatic buying options, and an innovative AI-powered ad format that matches commercials to relevant shows.
This live content expansion represents Netflix’s latest move to diversify its offerings and increase viewer engagement. By combining its existing WWE programming with premium sports, awards shows, and original live events, the streaming leader continues blurring the lines between traditional TV and digital platforms while creating new opportunities for brands to connect with its massive audience.
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