Netflix Boasts 40 Million Users Subscribed to Ad-Supported Tier, Reveals Plans to Develop In-House Ad Tech Platform

By Trisha Andrada

May 16, 2024 01:56 AM EDT


(Photo : Jonas Augustin on Unsplash)

According to Netflix, 40 million people use its advertising-supported service every month. Meanwhile, the head of ads said that the firm is developing its platform for ad technologies, which will provide marketers with new tools for buying and measuring promotions.

Netflix Hits 40 Million Monthly Active Users for Its Ad-Supported Plan

Netflix announced the 40 million monthly active users milestone in a blog post on Thursday, May 16. Compared to the 23 million users that the streaming behemoth revealed in January, that is almost twice as high.

At its first-ever upfront presentation a year earlier, Netflix boasted of having nearly 5 million. In November 2023, it announced that its ad-supported user base had increased greatly, reaching 15 million, according to The Hollywood Reporter.

The fact that the advertisements plan accounts for more than 40% of new signups indicates that the plan is expanding rapidly.

READ NEXT: Netflix to Stop Reporting Subscriber Numbers By 2025; Tells Wall Street to Just Focus on Profits

Netflix Restructuring Its Ad Tech Infrastructure and Partnerships

Netflix is also reorganizing its advertising technology stack and partnerships with related companies.

Amy Reinhard, Netflix's head of advertisements, revealed that the firm is developing its ad tech platform to provide marketers with innovative purchasing and measurement tools.

Later this summer, the firm will add The Trade Desk, Google's Display & Video 360, and Magnite to its list of buy-side programmatic partners, in addition to Microsoft. When the worldwide ad tech tier was revealed two years ago, Microsoft was already Netflix's only partner.

Affinity Solutions, DoubleVerify, EDO Inc., Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen, and TVision, are among the measurement and verification partners introduced by the firm. They will help gauge the reach and effectiveness of the commercials.

READ MORE: Disney to Follow Netflix's Anti-Password Sharing Measures to Boost Streaming Revenue

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