Gregory K. Peters
Co-CEO at netflix
Greg Peters is Co-CEO of Netflix (NASDAQ: NFLX) with Ted Sarandos since January 2023, when founder Reed Hastings became Executive Chairman. Peters owns product, technology, advertising, and live events. He joined Netflix in 2008, became CPO in 2017 and COO in 2020, and launched the ad-supported tier in November 2022. On the Q1 2026 call he projected $3B in 2026 ad revenue and programmatic above 50% of non-live ad inventory.
Greg Peters is the product- and technology-facing half of Netflix’s two-person CEO seat. Where Ted Sarandos owns content, Peters owns the surfaces that monetize it: the apps, the ad stack, the partner relationships with device OEMs and distributors, and the live-events infrastructure Netflix has been standing up since the Tyson–Paul fight stress-tested it.
The clearest read on his portfolio is the ad tier he unveiled as COO in October 2022 and launched the following month. Three years on, the ad tier drove more than 60 percent of Q1 2026 sign-ups in markets where it is available, and Peters told analysts on the April 16, 2026 earnings call that programmatic buying is on track to clear 50 percent of Netflix’s non-live ads business — the framing that anchors most of our coverage of him.
Recent coverage
- advertising adtech Netflix's Amazon and Yahoo Targeting Layers Go Live for May 14
- content programming Netflix Bolts a Discovery Feed Onto Itself, and the Ad-Load Math Comes With It
- platforms Netflix Authorizes $25B Buyback After $5.09B FCF Quarter
- measurement data Antenna Calls Streaming-Wars Era Over as Sub Growth Falls to 7%
- business deals WBD Shareholders Approve Paramount Merger 99% to 1%