Netflix's ad-supported plan boasts 40 million global users

Netflix's ad-supported plan is experiencing explosive growth, boasting 40 million global monthly active users – an eight-fold increase from just 5 million a year ago.

This surge is further emphasized by the fact that over 40% of new sign-ups in regions offering the ad plan are opting for this option. Netflix is committed to providing robust measurement and verification tools for advertisers. They've partnered with a wide range of industry leaders including Affinity Solutions, DoubleVerify, EDO Inc, Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen, and TVision, ensuring advertisers can effectively track campaign performance.

stated by Amy Reinhard, Netflix's president of advertising, the streamer's plans to launch its own advertising technology platform by the end of 2025 will allow them to "power the ads plan with the same level of excellence that's made Netflix the leader in streaming technology today."

Netflix's ad-supported tier boasts an attractive audience profile. Compared to traditional linear TV viewers, these members have a higher household income and fall within a younger demographic, with a median age of 37.

This summer, Netflix will broaden its programmatic buying options to encompass The Trade Desk, Google's Display and Video 360, and Magnite, joining Microsoft as key programmatic partners for advertisers.

According to Nielsen data, Netflix consistently holds the most top 10 titles compared to all other streaming platforms combined over the past three years. Additionally, Nielsen reports that over 70% of Netflix's ad-supported members engage with content for more than 10 hours monthly, significantly exceeding the nearest competitor by 15 percentage points.

Netflix members exhibit a distinct pattern of heightened attention during their viewing sessions. Three hours into their viewing, their attentiveness is considerably higher compared to the beginning. As a result, they are approximately twice as likely to respond to advertisements compared to viewers on other streaming services and linear TV.

Netflix unveiled a compelling lineup of new series, including comedies like "Golf" starring Will Ferrell, "Running Point" featuring Kate Hudson, and dramas like "The Waterfront" and a modern cowboy saga led by Tim McGraw. Additionally, fans can look forward to new episodes of the acclaimed series "3 Body Problem."

For sports fans, there are captivating documentaries including one chronicling Jerry Jones and the 1990s Dallas Cowboys, and collaborations with the International Olympic Committee. Movie announcements include "Happy Gilmore 2" and "The Woman in Cabin 10." Furthermore, Netflix secured the global rights to stream two of the NFL's marquee Christmas Day games this year, with additional games confirmed for 2025 and 2026.

This year's Upfront experience provided advertisers with an interactive exploration of popular titles like Bridgerton, Squid Game, and Wednesday.