Netflix Taps Singapore's Nativex for 190M-Viewer Ad Platform
Netflix partners with Singapore adtech firm Nativex to manage campaigns across 190M viewers globally. APAC marketers shift 40%+ budgets to streaming as ad-tier adoption hits 40%.
Netflix has partnered with Singapore-based adtech company Nativex to manage advertising campaigns across its global ad-supported streaming service, which now reaches 190 million monthly active viewers. The collaboration gives brands worldwide access to Netflix's premium inventory across APAC, North America, Europe, Japan, South Korea, Brazil, and Australia.
Partnership Delivers Full Campaign Management
Under the agreement, Nativex will handle strategy, planning, activation, and optimization for Netflix Ads. Advertisers can deploy multiple campaign formats including standard pre-roll and mid-roll video, Pause Ads, QR-enabled creative, and single-title sponsorships across Netflix's popular series, films, and live events.
The partnership combines Netflix's content platform with Nativex's performance and creative expertise. Brands can target audiences using Netflix's first-party data signals, including genre preferences, Top 10 titles, device type, and viewing context.
"Streaming has become the new prime time for our clients, and Netflix sits right at the center of that shift," said Cheryl Huang, partner at Nativex, emphasizing the partnership's potential to help brands tell richer stories in a premium environment.
Strong Ad-Tier Growth Drives Expansion
Netflix's ad-supported plan has shown significant momentum. Nearly 40% of active Netflix accounts now use ad tiers, up from 26%. Ad-tier subscribers increased 14% year-over-year, representing the highest growth rate among global streamers and surpassing Disney+ at 9% and HBO Max at 6%.
Mission Media
The partnership reflects broader regional trends. Approximately 57% of APAC marketers are shifting 40% or more of their budgets to connected TV and streaming platforms. In Singapore specifically, 51% of consumers use ad-supported streaming platforms multiple times weekly, with 36% researching products after seeing ads.
Singapore Emerges as Streaming Ad Innovation Hub
The Netflix-Nativex partnership positions Singapore as a strategic center for streaming advertising innovation. The city-state's 64% Smart TV penetration and digital infrastructure maturity make it an ideal testing ground for new advertising technologies.
Singapore's StarHub recently launched Dynamic Ad Pods with partner Hoppr, Southeast Asia's first real-time ad replacement system for live TV. The technology uses server-side ad insertion to enable household-level targeting and integrates features like skippable ads and WhatsApp retargeting.
Netflix has also built consumer trust in the region. In Japan and South Korea, 37% of consumers rate Netflix ads as most trustworthy compared to competing platforms.
Programmatic Access Expands
This partnership follows Netflix's September 2025 deal with Amazon Ads, which provided programmatic access to Netflix inventory across 11 markets including Japan and Australia. The Nativex collaboration extends this strategy by adding specialized campaign management capabilities tailored to regional markets.
Want to stay up-to-date on the stories shaping Asia's media, marketing, and comms industry? Subscribe to Mission Media for exclusive insights, campaign deep-dives, and actionable intel.
