Netflix said it had completed its upfront advertising negotiations and reported a 150% increase in sales commitments over 2023, in line with the company’s expectations.

The presence of advertising on the world’s leading streaming service is, of course, a new phenomenon that dwarfs statistical comparisons, but the news is the latest sign that a major strategic effort is showing progress. After more than a decade of insisting that it would never run ads, Netflix changed course in 2022, quickly building an advertising team and introducing a new $7 subscription tier. Disney+ and Prime Video have followed suit, as all streaming providers except Apple TV+ have embraced advertising.

In a blog post, Amy Reinhard, president of advertising, said the company has signed upfront deals with all major holding companies as well as independent agencies. The deals spanned major categories such as consumer goods, technology and entertainment, auto, quick-service restaurants and retail.

The films and series presented in the Upfront Talks include Squid Game, Wednesday, Outer banks, Happy Gilmore 2, Ginny and GeorgiaAnd Love is blind. Live events such as NFL games on Christmas Day and WWE Rawwhich will be broadcast weekly from January due to a multi-year rights agreement, also attracted buyers.

For season 3 of BridgertonNetflix’s sixth most popular English-language TV series of all time, Reinhard said the company was able to attract title sponsors such as L’Oreal, Pure Leaf, Amazon Audible, Puig, Booking.com, Stella Artois and Hilton. A further list of sponsors was announced for Emily in Paris when the first half of the new season went online earlier this month.

“Over the past few months, we’ve achieved major milestones for our ad business,” Reinhard wrote in the blog post. “We’ll continue to enhance the Netflix ad plan to ensure our members are delighted with the experience, while building solutions that deliver results for our marketers and put brands at the center of the best shows and movies in the world, for a highly valuable and engaged audience.”