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Netflix marks two years since launching its advertising business

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Bela Bajaria Chief Content Officer at Netflix | Official website

Netflix has marked the second anniversary of its advertising business, highlighting significant growth and developments. The company now boasts 70 million monthly active users globally, with over half of new sign-ups opting for the ad-supported plan in applicable countries.

The platform's popular series and films, such as "Nobody Wants This," "The Diplomat," "Love is Blind Habibi," and "Monsters: The Erik and Lyle Menendez Story," continue to attract viewers. Additionally, Netflix offers live events like the upcoming Jake Paul vs. Mike Tyson boxing match on November 15.

"These titles continue to bring members back to Netflix, driving even more fandom and conversation — which our advertisers love," stated a Netflix representative. This year, the company has secured successful partnerships and achieved milestones in product development, technology, and measurement capabilities.

For the NFL live Christmas Day games, Netflix has sold out all available in-game inventory. Partnerships include FanDuel as the exclusive pregame sportsbook betting partner with a sponsored feature and Verizon as the official kickoff sponsor.

In Korea, Netflix has partnered with Kia for the upcoming season of "Squid Game." This collaboration marks Netflix's first single-title sponsorship in Korea and coincides with Kia's launch of its new crossover SUV 'The New Sportage.'

On measurement advancements, Netflix continues to demonstrate its value to advertisers. In recent campaigns, an auto advertiser in the US saw increased engagement after running ads on Netflix compared to other services. Similarly, a beauty advertiser in Mexico experienced significant brand recognition improvement.

"We’ve partnered with VideoAmp in the US to deliver advertisers cross-screen and live viewership measurement," noted a spokesperson. Additionally, collaborations with Nielsen for NFL game ratings and Kantar Ibope CAV in Brazil are underway.

Canada is now operating solely on Netflix’s ad tech platform, offering clients enhanced flexibility. The global rollout of this technology is planned for 2025.

Netflix has also expanded programmatic buying capabilities across several countries including the US, Brazil, Canada, and Mexico. These will extend to Europe by February 2025 and later to Australia, Japan, and Korea.

Upcoming releases include Season 2 of "Rhythm + Flow," Brazilian drama "Senna," thriller series "Black Doves," adaptation "100 Years of Solitude," along with films like "The Six Triple Eight" and "Carry-On."

Reflecting on two years of progress in its advertising sector, Netflix remains optimistic about future developments.

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