More than 50% of new Netflix sign-ups are for the ads plan in ad-supported countries, the streaming platform says in an update.
“As we celebrate two years since launching Netflix’s ads business, we continue to see positive momentum and growth across all areas of the business,” Netflix said.
“We’re excited to now reach 70 million monthly active users globally and continue to see steady progress across all countries' member bases.
“Now, over 50% of new Netflix sign-ups are for the ads plan in ad-supported countries.”
Netflix says it is committed to expanding its measurement suite for advertisers.
“We know how important it is to prove Netflix's value to our advertisers,” said Netflix.
“We continue to see great success stories across a variety of categories, for members watching ads on Netflix.”
“We’ve partnered with VideoAmp in the US to deliver advertisers cross-screen and live viewership measurement, both of which will start with WWE's launch in January. VideoAmp will leverage its Snowflake clean room partnership to deliver measurement results with the highest level of privacy and security.
“Netflix has partnered with Nielsen for live ratings of the upcoming NFL Christmas Day games. To ensure better accuracy, Netflix will collaborate on first-party streaming data, per the newly accredited methodology.”
Netflix’s programmatic offering will expand to Australia in 2025.
In its latest results announcement, Netflix is on track to reach “critical” subscriber scale for advertisers in 2025.
The company is also pleased with engagement on advertising supported subscription plans with view hours per member similar to that of the Netflix standard plan.
However, more work needs to be done improving the offering for advertisers and Netflix doesn’t expect ads to be a primary driver of revenue growth next year.
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