Netflix celebrates one year of ad tier plan and 15 mn global users

Netflix has completed one year of its ad-supported plan, marking a significant milestone in its journey to provide entertainment at an unbeatable value. Since the launch of this offering, the company has been dedicated to building a stronger foundation, focusing on areas crucial to advertisers while expanding its global reach. Today, Netflix proudly reveals that it now boasts an impressive 15 million monthly active users worldwide.

Netflix aims to revolutionize the advertising landscape by creating something bigger and better than what currently exists. The company is determined to shape the future of advertising on its platform and enable marketers to tap into the incredible fandom generated by its must-watch shows and movies.

In collaboration with Microsoft Advertising, Netflix's teams have been hard at work over the past year, introducing enhancements and creating compelling opportunities for clients. In just 12 months, the company has achieved the following milestones:

Elevated measurement capabilities: Netflix has significantly improved its measurement capabilities and introduced third-party verification partnerships with industry leaders such as Integral Ad Science and DoubleVerify on a global scale. It has also enabled advertising impact with EDO Inc. and launched Nielsen ONE measurement in the United States.

Expanded ad products and features: The company has broadened its ad product offerings, now supporting ad durations of :10, :20, and :60 seconds, in addition to the initial :15 and :30 second ads. Netflix has extended its category availability to encompass dating, enhanced financial services, and pharma. It has also enabled additional targeting options, including mobile devices, expanded genres, time of day, and continued audience demographics. With the introduction of Top 10, advertisers can now target the most popular series and movies on Netflix.

Enhanced member experience: Netflix has improved the feature set of its ad-supported plan, offering 1080p video quality, two concurrent streams, and the exciting addition of downloads, which will be available by the end of the week. This feature allows all members of the ad-supported plan to download their favorite series and movies, making Netflix the only ad-supported streaming service to offer this convenience.
Looking ahead, Netflix will introduce several new offerings and enhancements:

Binge ad format: Starting in Q1 2024, advertisers globally will have the opportunity to utilize Netflix's new binge ad format, tailored to the viewing behavior of consecutive episode watching. After viewing three consecutive episodes, members will be presented with a fourth episode ad-free. In early 2024, Netflix will also introduce the ability to showcase QR codes in advertising creative running on the platform in the US.

Sponsorships: Sponsorships have now become available in the US and will expand globally in 2024, featuring title, moment, and live sponsorships. Notable examples include the successful Title Sponsorship with Frito Lay's Smartfood® for the Emmy-nominated series "Love is Blind," as well as upcoming partnerships with sponsors for the reality series "Squid Game: The Challenge" and the highly anticipated final season of "The Crown."

Moment sponsorships: These will highlight cultural moments for advertisers to engage with, such as local holidays. Moment Sponsorships will debut at the end of this year in the US and roll out globally in 2024.

Live sponsorships: Netflix is proud to announce that T-Mobile, Nespresso, and others will be the presenting Live Sponsors for Netflix's newest live sports event, "The Netflix Cup," taking place on November 14.

Global measurement capabilities: Netflix is actively working to expand measurement capabilities for advertisers on a global scale, with plans to partner with international third-party providers to enable campaign verification in 2024.