(Reuters) – Netflix (NASDAQ:) noticed a greater than 150% surge in upfront advert commitments for this 12 months, the streaming big stated on Tuesday, thanks partly to the Nationwide Soccer League (NFL) video games coming to the platform on Christmas Day.

In its second 12 months of upfront negotiations — the place networks and media corporations goal to safe advert commitments for upcoming exhibits — Netflix efficiently closed promoting offers with all main holding corporations and unbiased businesses.

The California-based firm secured partnerships for a number of high-profile properties, together with the favored collection ‘Squid Sport’ and ‘Wednesday,’ in addition to the upcoming film “Joyful Gilmore 2.’

It additionally closed offers for dwell occasions, together with WWE Uncooked and the Christmas Day NFL video games.

As competitors intensifies within the streaming house, main gamers like Warner Bros Discovery (NASDAQ:)’s Max and Walt Disney (NYSE:)’s Disney+ have additionally turned to ad-supported plans and streaming bundles to spice up development.

Streaming companies are additionally more and more investing in sports activities content material to draw a bigger, youthful viewers and extra advertisers keen to pay for premium dwell sports activities content material.

Dealing with saturation in subscriber development in the US, Netflix has been beefing up its promoting enterprise, though the enterprise will not be anticipated to develop into a major driver of income development till no less than 2026.

The corporate final month reported its advert tier membership grew 34% sequentially within the second quarter.

Netflix launched an ad-supported tier of the service in November 2022 because it tried to offset escalating prices of making authentic content material and licensing offers to maintain viewers on the platform.

The cheaper, ad-supported plan hit 40 million international month-to-month energetic customers in Might.