Netflix headquarters in Los Gatos, California

Netflix taps Amazon to sell streaming ads in new partnership

Starting this fall, brands will be able to access Netflix’s premium ad slots using Amazon’s buying tech.

9/10/25 1:07PM

Netflix is making it easier for advertisers to get in front of its growing ad tier audience. The streamer announced a deal with Amazon Ads that will let brands buy Netflix ad space directly through Amazon’s demand-side platform (DSP).

The rollout begins in Q4 across 11 markets including the US, UK, Canada, Japan, and Germany. For marketers, it means one-stop shopping: they can use Amazon’s ad tools to plan, buy, and measure campaigns that now include Netflix shows and movies.

“We’re delighted to enter into this partnership with Netflix, enabling brands to reach their subscribers and extensive library of premium content with Amazon DSP,” said Paul Kotas, senior vice president of Amazon Ads. “Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads.”

For Netflix, the tie-up boosts its credibility in the streaming ad wars against rivals like Disney+ and Hulu. For Amazon, the partnership adds a high-profile partner to its growing ad empire just as brands gear up for the holiday season.

While Netflix no longer breaks out total subscriber numbers, its ad-supported tier has been gaining traction since the streamer’s password-sharing crackdown. In May, Netflix said the discounted plan had hit 94 million users despite being less than 3 years old.

Amazon shares were down about 2.5% Wednesday afternoon, while Netflix shares were flat.

Claire Yubin Oh

direction-to-consumer

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Sony and Honda are scrapping Afeela, their joint EV that you could play PlayStation in

Less than two weeks after Honda said it would take an up to $15.7 billion write-down as it restructures its EV business, the automaker is scrapping an electric vehicle made in a joint venture with Sony.

The Afeela 1, a $90,000 EV with PlayStation 5 integration, was set to begin deliveries later this year.

A nearly six-figure EV that you could play “The Last of Us” in doesn’t exactly sound like a bestseller in the current electric vehicle landscape, but the announcement is still surprising given how far along the joint venture was. The JV had a ribbon-cutting ceremony to mark the grand opening of its delivery hub in California on March 21. At the Consumer Electronics Show in January, the JV teased a crossover SUV prototype as a second model.

In Honda’s EV write-down announcement earlier this month, the automaker canceled three models planned for production in the US.

Sony-Honda JV Abruptly Scraps Afeela EVs After Honda's $15.7 Billion Writedown | EV

In Honda’s EV write-down announcement earlier this month, the automaker canceled three models planned for production in the US.

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Disney ends its OpenAI deal after Sora video app is shuttered

Disney is exiting its first-of-its-kind deal with OpenAI now that the AI giant is winding down its AI video app, Sora, according to reporting by The Hollywood Reporter.

The news comes just three months after the deal — which included a reported $1 billion Disney investment in OpenAI and a license for the AI giant to use some Disney characters — was first announced.

“We appreciate the constructive collaboration between our teams and what we learned from it, and we will continue to engage with AI platforms to find new ways to meet fans where they are while responsibly embracing new technologies that respect IP and the rights of creators,” a Disney spokesperson told The Hollywood Reporter.

We’re saying goodbye to Sora. To everyone who created with Sora, shared it, and built community around it: thank you. What you made with Sora mattered, and we know this news is disappointing.

We’ll share more soon, including timelines for the app and API and details on…
— Sora (@soraofficialapp) March 24, 2026

Disney Exits OpenAI Deal After AI Giant Shutters Sora

We’re saying goodbye to Sora. To everyone who created with Sora, shared it, and built community around it: thank you. What you made with Sora mattered, and we know this news is disappointing.

We’ll share more soon, including timelines for the app and API and details on…
— Sora (@soraofficialapp) March 24, 2026

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United CEO says airfares would have to go up another 20% to “break even” if fuel prices remain elevated

United Airlines CEO Scott Kirby expects oil prices to stay higher for longer and warned that airfares, which have already gone up by double digits in the past few weeks, will need to climb another 20% in order for the airline to “break even” on fuel.

“Airfares are up 15% to 20% in the last few weeks, but that’s sort of covering half to 60% of the inflationary increase, so I think we have some room to go,” Kirby said in an interview with Bloomberg on Tuesday. “If oil prices stayed where they are today, that’s $11 billion of expense for us. And that would require prices to be up 20% to break even.”

Kirby said that he is sure there will be some consumer pushback to increased fares, but added, like several other airline execs recently, that Q1 demand is still strong.

“Demand is the strongest it’s been, ever. The top 10 booking weeks of the year have all been in 2026 so far,” he said.

Jet fuel costs have remained elevated amid the US war with Iran, with prices cracking the $4 mark last week, according to the Argus US Jet Fuel Index. Since US airlines have virtually all given up the practice of fuel hedging, they’re more exposed to volatility.

Last week, United issued a worst-case oil pricing forecast of $175 per barrel, with prices trading above $100 through 2027.

“It’s reasonable for us to plan for that regardless, because the downside is pretty limited,” said Kirby. “Like, [if] we leave a little bit of demand on the table by not flying quite as much this summer, so what.”