Bela Bajaria Chief Content Officer at Netflix | Official website
Netflix's second Upfront presentation to advertisers underscored the company's robust growth and momentum, highlighting the expansion of its ad-supported plan. The plan now boasts 40 million global monthly active users, a significant increase from 5 million just a year ago. Amy Reinhard, Netflix’s President of Advertising, revealed that over 40% of all signups in ad-supported countries are now coming from this plan.
Reinhard also introduced new partners that advertisers can utilize to measure and verify their campaign impacts. These include Affinity Solutions, DoubleVerify, EDO Inc, Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen and TVision.
Looking forward, Netflix plans to launch an in-house advertising technology platform by the end of 2025. This platform will offer advertisers innovative ways to buy ads and gain insights into their performance. Reinhard emphasized that this move will enable Netflix to maintain its leadership position in streaming technology.
In addition to these developments, Netflix is set to expand its buying capabilities this summer with the inclusion of The Trade Desk, Google's Display & Video 360 and Magnite as programmatic partners for advertisers.
Bela Bajaria, Netflix's Chief Content Officer highlighted the high engagement levels of Netflix audiences. According to Nielsen data over the last three years, Netflix has had more top 10 titles than all other streaming services combined. Moreover, over 70% of Netflix’s ad-supported members watch for more than 10 hours a month — which is 15 percentage points higher than the nearest competitor.
Bajaria also unveiled new series including comedies like Golf and Running Point; dramas such as The Waterfront and a contemporary cowboy saga; sports documentaries; films like Happy Gilmore 2 and The Woman in Cabin 10; as well as live events such as NFL Christmas Day games.
Netflix Chief Marketing Officer Marian Lee discussed how Netflix shows influence culture — a phenomenon known as the Netflix Effect. She emphasized that the Netflix ads plan and live events provide advertisers with more opportunities to engage with this fandom.
Closing the presentation, Peter Naylor, Vice President of Advertising Sales, summarized the story of ads on Netflix as one of growth and momentum.
The event also showcased an interactive Upfront experience featuring popular titles like Bridgerton and Squid Game for advertisers to engage with.
