Netflix Makes Its First Real Money Gaming Advertising Hire

Netflix has hired Ian Hunter as its first dedicated Real Money Gaming (RMG) advertising specialist, a move that marks the streaming platform's formal push to capture revenue from the global gambling and betting industry. Hunter, who previously held senior roles at Snap Inc and The Stars Group, joins the London office to develop advertising solutions tailored to regulated gambling operators as Netflix targets $3 billion in advertising revenue in 2026.

Updated July 2026

Who Is Ian Hunter and What Is His Role at Netflix?

Ian Hunter brings a well-matched background to the position. Between 2017 and 2019 he served as Global Digital Marketing Manager at The Stars Group, the online gambling conglomerate that later merged with Flutter Entertainment. He then spent more than eight years at Snap Inc in senior commercial and client partnership roles, gaining extensive experience in digital platform monetisation.

His new role at Netflix involves leading relationships with betting and gaming advertisers and creating advertising products suited to operators seeking to reach the platform's premium, engaged audience. Hunter operates out of Netflix's London office, which functions as its European advertising hub.

"From my first conversation with the team here at Netflix, I was instantly engaged by the opportunity to join such an exciting business," Hunter said, pointing to the company's growth in live events and its increasingly sport-driven content slate.

Why Is Netflix Pursuing Real Money Gaming Advertisers?

Netflix launched its ad-supported subscription tier in late 2022 and has since built one of the fastest-growing advertising businesses in streaming. The company reported $45.3 billion in total revenue for 2025, with membership revenue alone reaching $42 billion. Advertising, while still a smaller portion of that total, is growing rapidly.

Netflix's stated goal is to double advertising revenue by 2027. For 2026 specifically, the company is targeting $3 billion in advertising revenue, up from approximately $1.5 billion achieved in 2025. Research firm Omdia forecasts that figure could reach $8 billion by 2030, while WARC projects Netflix will capture 9.2% of global connected TV ad spend by 2027, up from 3.7% at the end of 2025.

With approximately 190 million monthly active viewers on its ad-supported tier as of late 2025, and roughly 40% of active accounts now using ad-supported plans compared to 26% a year earlier, Netflix offers gambling operators an audience scale that few advertising channels can match. The platform holds approximately 300 million global subscribers in total.

How Does Netflix's Ad Infrastructure Work for Gambling Operators?

Netflix has been building its own advertising technology. The Netflix Ads Suite, a proprietary in-house platform, launched in the United States in April 2025 and internationally in June 2025, replacing the Microsoft infrastructure the company had relied on since its original ad tier launch. This shift allows Netflix to iterate faster on ad products and audience data tools.

Roughly 80% of Netflix connected TV ad buys now run programmatically through Amazon DSP, integrated in September 2025, and Yahoo DSP, which began rolling out in the US in Q2 2026. A LiveRamp partnership enables privacy-safe matching between advertisers' first-party data and Netflix's subscriber audience, giving gambling operators a path to reach audiences based on behavioural signals without relying on third-party cookies.

Netflix's ad load sits at approximately four minutes of commercials per hour, significantly lighter than traditional television (12 to 16 minutes) or many streaming competitors. This lighter environment commands premium cost-per-thousand pricing, something that tends to suit high-value gambling advertisers comfortable with above-market CPMs in exchange for reduced competitive clutter and premium brand adjacency.

The company's fill rate, estimated at around 45% in 2025, is its biggest near-term growth opportunity independent of subscriber additions. Attracting major gambling operators as direct advertisers would help close that inventory gap and push the advertising business toward its $3 billion target faster.

What Sports Content Makes Netflix Attractive to Betting Advertisers?

Beyond its drama and film library, Netflix has been investing aggressively in live sports programming, an area of particular interest to betting operators whose audiences overlap heavily with sports fans. The platform has secured broadcasting rights for Major League Baseball, select NFL games, and FIFA Women's World Cups, giving gambling advertisers contextually relevant placement opportunities adjacent to live sports action.

This sports strategy is a deliberate effort to bring viewers who watch live events, and who are therefore most receptive to betting advertising, onto the Netflix platform. The live sports subset of Netflix's subscriber base represents the highest-value segment for sportsbook and casino advertisers, and Hunter's remit will likely include developing pre-game and in-break inventory packages tailored to operator campaign goals.

What Are the Regulatory Implications for Gambling Advertising on Netflix?

The hire also comes at a moment of increasing regulatory complexity for gambling advertising across digital platforms. The EU Digital Services Act is tightening enforcement requirements on platforms, obligating them to implement stricter controls over gambling advertising placement and targeting, particularly around exposure to minors and vulnerable users.

Netflix operates its ad tier across 12 markets covering approximately 65% of global advertising spending. Building a specialist team that understands the regulated gambling sector is therefore not just a revenue strategy; it is also a compliance necessity. A dedicated RMG hire can help Netflix navigate jurisdictional differences in gambling advertising rules rather than applying a blanket policy that might exclude legitimate regulated operators or, conversely, permit advertising that breaches local standards in markets such as Germany, the Netherlands, or Spain, each of which has distinct restrictions on gambling creative and placement.

How Does Netflix Compare to Other Streaming Platforms on Gambling Advertising?

Platform	Ad-Supported Tier	Gambling Ad Approach	Key Live Sports Rights
Netflix	Yes (since 2022)	First dedicated RMG hire, July 2026	MLB, NFL, FIFA Women's World Cup
Amazon Prime Video	Yes	Accepts gambling ads in regulated markets	NFL Thursday Night Football, Premier League
Disney+ / Hulu	Yes	Selective; restricted in some markets	ESPN sports integration
Sky / NOW (Peacock)	Yes	Established gambling advertiser relationships	Premier League, NFL

Netflix is a relative late-mover in formalising its gambling advertising approach, but its audience scale and growing sports rights portfolio give it genuine competitive standing alongside established broadcasters. The appointment of a specialist with direct iGaming experience suggests the company intends to build bespoke advertising products for the sector rather than simply accepting standard display campaigns processed through generic channels.

What Does This Mean for iGaming Operators?

For licensed gambling operators, Netflix's move opens a premium advertising channel with hundreds of millions of viewers accustomed to paying for quality content. The lighter ad load and premium brand environment may make Netflix attractive for brand-building campaigns, while programmatic access through Amazon and Yahoo DSPs creates a viable path for more targeted, performance-oriented activity.

Operators with international ambitions in particular may find Netflix's multi-market reach useful, provided they can navigate jurisdiction-by-jurisdiction compliance requirements. The appointment of a specialist with hands-on experience from both the gambling and social media platform sectors suggests Netflix intends to work closely with operators to build appropriate, compliant advertising products rather than treating gambling as a standard vertical.

The move also signals broader momentum in streaming platforms seeking gambling revenue. As Betano extends its Aston Villa shirt sponsorship through 2029 and operators increase overall media investment, streaming is becoming an essential part of the modern gambling marketing mix. Netflix's entry into dedicated RMG advertising could accelerate that shift significantly.

Frequently Asked Questions

Who did Netflix hire for real money gaming advertising?

Netflix hired Ian Hunter, a former Global Digital Marketing Manager at The Stars Group and senior executive at Snap Inc, as its first dedicated Real Money Gaming advertising specialist, based in London.

What is Netflix's advertising revenue target for 2026?

Netflix is targeting $3 billion in advertising revenue in 2026, up from approximately $1.5 billion in 2025, with longer-term forecasts from Omdia projecting $8 billion by 2030.

How many viewers use Netflix's ad-supported tier?

As of late 2025, Netflix had approximately 190 million monthly active viewers on its ad-supported tier, representing around 40% of total active accounts.

Can gambling operators advertise on Netflix?

Yes, in regulated markets. Netflix accepts gambling advertising subject to local market regulations, and the appointment of Ian Hunter signals the company is building dedicated infrastructure to serve gambling operators as advertisers more effectively.

What sports does Netflix broadcast that are relevant to betting advertisers?

Netflix holds rights to Major League Baseball, select NFL games, and FIFA Women's World Cups, all of which attract sports-oriented audiences highly relevant to betting and sportsbook operators.

What is the EU Digital Services Act's impact on gambling advertising on platforms like Netflix?

The DSA requires platforms to implement stricter controls over gambling advertising placement and targeting, particularly to protect minors. Netflix's dedicated RMG hire will help the company navigate these requirements across its 12 ad-tier markets.

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