Netflix’s expansion into ad-supported streaming appears to be a success: the streaming platform announced that it has reached 40 million monthly users in the ad-supported option, which costs 5.49 euros in Italy. This is a significant increase from 23 million users at the beginning of the year: it took six months for this option to reach 5 million users after its launch in 2022. As of April, the service had a total of 270 million subscribers in all levels. Netflix also revealed that, in regions where ads are available, more than 40 percent of new users sign up for the ad-supported plan.
To mark this milestone announcement, Netflix revealed its plans to launch its own advertising platform. Amy Reinhard, Netflix’s president of advertising, explained that “bringing our advertising technology in-house will allow us to manage the advertising plan with the same level of excellence that has made Netflix the leader in streaming technology today.” Additionally, while Netflix initially partnered with Microsoft as a global partner for technology and ad sales, it is now adding Google, The Trade Desk, and Magnite to this list.
The news comes on the same day that Netflix announced a further push into live events after securing streaming rights to NFL games on Christmas Day. There will also be several live comedy specials and a boxing match between Jake Paul and Mike Tyson will soon be broadcast, as well as weekly WWE broadcasts. It all comes at a time when Netflix and its competitors have increasingly begun to resemble old-fashioned cable TV, through price increases and bundled packages.
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