Netflix has announced that its ad-supported tier has skyrocketed to 70 million global users. This marks impressive growth from 40 million in May and 22 million in January this year, signaling a trend marketers find increasingly attractive.
Amy Reinhard, Netflix’s President of Advertising, noted that ad-supported plans account for over 50% of new sign-ups in relevant countries. While the global figures are strong, U.S. advertisers are focusing on the tier’s ability to generate more impressions within localized markets.
The ad-supported tier’s growth is already yielding results. Netflix sold out its entire commercial inventory for its Christmas Day National Football League (NFL) broadcasts, its first foray into live major sports.
Additionally, Netflix has lined up partnerships for its popular show “Squid Game.” Kia, for instance, will spotlight its “New Sportage” SUV in Korea through a three-part commercial series and a branded pop-up event in Seoul.
Netflix is also increasing in audience measurement and ad tech. Collaborating with VideoAmp, Nielsen, and regional firms like Kantar Ibope CAV in Brazil and Barb in the U.K., Netflix is also enhancing its cross-screen and live viewership analytics. The streamer’s U.S. NFL broadcasts will feature Nielsen-backed metrics, integrating first-party data into the process.
In Canada, Netflix has launched its ad tech to replace its partnership with Microsoft. Global rollout is slated for 2025, promising improved targeting, forecasting, and reporting capabilities.
With steady subscriber growth and strategic ad-tech developments, Netflix’s advertising ambitions are reshaping the streaming landscape.
