Netflix announced that its ad-supported plan now has 40 million global monthly users and will be launching an in-house advertising technology platform by the end of 2025. This move is expected to provide advertisers with new ways to buy, leverage insights, and measure impact.
Amy Reinhard, Netflix’s president of advertising, stated, “Bringing our ad tech in-house will allow us to power the ad plan with the same level of excellence that’s made Netflix the leader in streaming technology today.” This announcement was made during Netflix’s second Upfront presentation to potential advertisers.
In addition, strategic partners like Affinity Solutions and DoubleVerify will be introduced to provide advertisers with cutting-edge campaign measurement and verification tools. Netflix also plans to expand its buying capabilities to include prominent players like The Trade Desk and Google’s Display & Video 360, further enhancing its appeal to advertisers seeking innovative solutions.
Bela Bajaria, Netflix’s chief content officer, emphasized the importance of audience engagement, stating, “Our audiences are highly engaged, which is the key to success in streaming. When people watch our shows and movies, they get more value from Netflix, stick around longer, and are more likely to recommend us to their friends.”
According to Netflix, ad-supported members are demonstrating remarkable engagement metrics, watching for over 10 hours a month on average.
Marian Lee, chief marketing officer, discussed the “Netflix Effect,” where the platform’s content shapes cultural conversations, providing advertisers with unique opportunities to engage with a devoted fan base across various touchpoints.
All these enhancements are designed to improve the client experience on Netflix. Amy Reinhard stated, “We’re being incredibly strategic about presenting ads because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands.”
In conclusion, Peter Naylor, vice president of advertising, expressed excitement about the future, stating, “There’s a lot to be excited about over the next year. But the story of ads on Netflix this year is pretty simple: It’s about growth and momentum.”
