Netflix Inc. revealed that 70 million viewers now tune in monthly to its ad-supported shows, nearly double the total from May. Over 50% of new subscribers in regions where ads are available are choosing this plan, according to Amy Reinhard, Netflix’s president of advertising. The company’s ad-supported plan is live in 12 countries and shows "steady progress" in each market.
Netflix’s move into advertising began as a way to counter subscriber loss in 2022. With 282.7 million total subscribers by the end of Q3, Netflix is using its ad-based model as a more affordable option for users, seeing continued growth since launching this lower-cost alternative.
Netflix joins peers in investing in live programming to further drive ad revenue. For instance, the platform has sold out ad slots for two NFL games on Christmas Day, featuring sponsors like FanDuel and Verizon. Additionally, it plans to introduce ads for the second season of Squid Game, with major brands, including Kia Corp. in South Korea, participating.
The ad-supported model underscores Netflix's push to diversify revenue streams, creating new opportunities for advertisers in popular shows and live events, while providing users a more budget-friendly subscription option.
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