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Netflix (NFLX) shares rose about 3% on Thursday after the streamer introduced it had doubled its total advert commitments throughout this yr’s US Upfront and finalized offers with all main holding corporations and impartial businesses.

Amy Reinhard, president of Netflix promoting, mentioned the outcomes have been consistent with expectations, with manufacturers desirous to align with the platform’s upcoming slate, which incorporates the ultimate season of “Stranger Issues” and new seasons of “Bridgerton,” “Emily in Paris,” and “No one Needs This.”

“We’re dedicated to constructing a long-lasting advertisements enterprise that not solely drives impactful return on funding for our purchasers but in addition presents an entertaining and related expertise for our members all over the world,” Reinhard mentioned in an organization weblog publish.

Netflix executives are doubling down on their ad-supported tier as a key engine for future development. On final month’s second quarter earnings name, CFO Spencer Neumann mentioned advert gross sales are displaying “good momentum,” with the corporate anticipating advert income to roughly double to about $3 billion in 2025.

The push comes as Netflix continues to develop its advert tier viewers, which hit 94 million international month-to-month lively customers, up from 70 million in November. Earlier this yr, the streamer hiked costs throughout a number of US plans, together with its ad-supported providing, which continues to be among the many least expensive choices at $7.99 per 30 days.

Netflix co-CEO Greg Peters famous that retention stays “secure and industry-leading” whereas total engagement stays robust. Current value hikes, he mentioned, have carried out consistent with expectations, reinforcing Netflix’s confidence in its monetization technique at the same time as the corporate retains an in depth eye on broader shopper sentiment.