Ad buyers report that Netflix plans to charge top dollar, and substantially higher than other streaming platforms, for space on its coming ad-supported subscription tier.
The Wall Street Journal reports Netflix is seeking to charge advertisers about $US65 per CPM, or cost per thousand.
Buyers meet with executives from Netflix and Microsoft last week, the WSJ reported.
“The ad buyers said they were surprised Netflix would seek such a steep price for ads on an untested platform,” the journal said.
Netflix is pushing hard to get its new platform up by the end of the December quarter, and start testing in select markets.
Netflix is reportedly looking to price its advertising-supported tier at $US7 to $US9 a month. That's about half the price of its ad-free plan.
In Australia the basic Netflix plan is $A10.99 a month, premium $A22.99.
The company reversed a decision on advertising after its subcriptions started to slide.
Netflix has hired two key advertising executives from Snap: Jeremi Gorman, Snap’s chief business officer, and Peter Naylor, Snap’s vice president of ad sales for the Americas.
Gorman will be president of advertising and Naylor VP, advertising sales.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.