- Netflix’s ad-supported plan now has 40 million monthly lively users, with greater than 40% of all signups in ads markets picking the plan, according to details around its upfront event shared with Marketing Dive.
- The Trade Desk, Google’s Display & Video 360 and Magnite will join Microsoft this summer as Netflix’s major programmatic partners for advertisers, and the streamer announced plans to launch an in-house ad tech platform.
- Netflix also announced a slew of recent content, including two NFL Christmas games, and a slate of recent measurement partners as it boosted its pitch to advertisers at its second upfront.
Netflix’s ad-supported business is booming, with its global monthly lively users surging to 40 million — after coming in at just 5 million a 12 months ago — and nearly half of all signups picking ads plans where available. Along with outlining a large slate of recent content, Netflix used its first-ever in-person upfront to update advertisers on its growing ad offering.
As connected TV measurement continues to be a hot topic for advertisers within the streaming age, Netflix added latest partners Affinity Solutions, iSpotTV, Kantar, Lucid, NCSolutions and TVision to a listing that already includes Nielsen, EDO, DoubleVerify and Integral Ad Science as advertisers work to measure and confirm the impact of their campaigns.
This summer, The Trade Desk, Google’s Display & Video 360 and Magnite will join Microsoft as Netflix’s major programmatic partners. Down the road, Netflix plans to launch an in-house ad tech platform to give advertisers latest ways to buy ads, leverage insights and measure impact.
“We’re being incredibly strategic about how we present ads because we wish our members to have an outstanding experience. We conduct deep consumer research to ensure we stay ahead of the competition, bringing opportunities which are higher for members and higher for brands,” said Amy Reinhard, Netflix’s president of promoting, on the event.
Those measurement partners are already demonstrating how promoting works on Netflix’s ad-supported tier, where members have a better household income and are younger than linear TV audiences, with a median age of 37, per details shared by the corporate. More than 70% look ahead to greater than 10 hours a month — 15% higher than the closest competitor, per Nielsen — and greater than half look ahead to greater than 20 hours a month. Plus, Netflix members are around twice as likely to respond to an commercial on the platform compared to other streaming services and linear TV, per EDO.
“Our audiences are highly engaged — and by engaged I mean that they’re selecting to spend their time watching Netflix. That’s vital because engagement is the important thing to success in streaming. When people watch our shows and flicks, they get more value from Netflix, they stick around longer, they usually’re more likely to recommend us to their friends. And this matters to all of you because you would like to be where the audiences are, too,” Bela Bajaria, Netflix’s chief content officer, said on the event.
As for content, Bajaria and her team have assembled a slate that spans TV, film and live sports. Netflix this 12 months will broadcast the NFL’s two Christmas Day games, and shall be streaming a minimum of one holiday game every year as a part of a three-season deal. Streaming competitor Amazon also made exclusive NFL games an element of its upfront ad pitch.
Along with returning favorites “Squid Game” and the upcoming Jake Paul vs. Mike Tyson boxing match, Netflix in 2024 will roll out series that span drama, comedy, unscripted, documentaries and sports, including “Golf,” Will Ferrell’s first scripted comedy series. Upcoming movies include a sequel to Adam Sandler’s iconic comedy “Happy Gilmore,” a latest entry within the “Beverly Hills Cop” franchise and a latest film from Oscar winner Kathryn Bigelow. The company described the impact of its content on culture as “the Netflix Effect.”
“It starts with wonderful stories that turn into unmissable moments for thousands and thousands of fans,” CMO Marian Lee said on the event, noting how the platform’s ads plans and live events open more opportunities for advertisers. “We’ll enable you to reach more fans and offer you more access on-screen, off-screen, and through a few of our biggest moments.”
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