Netflix just announced plans to launch a new ad platform in 2025 after its ad-supported tier reached 40 million monthly active users globally during May.
The subscriber tally increased by five million from 2022, showing a strong and steady uptake of the more affordable $6.99 per month plan.
In total, Netflix has gained over nine million new subscribers, bringing up its total user base to nearly 270 million, as reported during its Q1 earnings call in April.
Netflix President of Advertising Amy Reinhard highlighted that over 40% of new subscribers in regions offering the ad-supported tier are opting for this cost-effective alternative.
Meanwhile, Netflix Chief Content Officer Bela Bajaria touted in her presentation Nielsen data showing more than 70% of Netflix’s ad plan subscribers watch content for over 10 hours per month.
Netflix also had more top 10 titles than all other streaming services combined, further proof that advertisers can “reach the most engaged audience in the world” on the streaming platform.
To better track their ad performance, Netflix’s new partners, like Nielsen, Affinity Solutions, TVision, Integral Ad Science, iSpotTV, and Kantar, are there to help.
Netflix Creates an In-House Ad Tech Platform
Not to be left behind in the advertising business growth of rivals Disney+ and Prime Video, Netflix announced its plans to launch its very own ad tech platform by the end of 2025.
“Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” Reinhard said in a news release.
Additionally, the company plans to broaden its buying options in the summer by incorporating The Trade Desk and Google's Display & Video 360, as well as Magnite and Microsoft as key programmatic partners.
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Netflix also introduced this year’s new releases that include powerhouses like Will Ferrell, Kate Hudson, Keira Knightley, and Adam Sandler, among others.
In a move to expand to live sports, Netflix recently announced its three-year deal with the NFL to stream its Christmas Day games.
As the streaming giant continues to release more new offerings — not only for its subscribers but for its advertisers — it further solidifies its position as an industry frontrunner.
