There was a time not so long ago when Netflix didn't want to hear about advertising. It's been over for two years and the launch of the subscription with advertising, which is enjoying dizzying success.
Netflix launched its subscription with advertising two years ago, in November 2022. It was quickly successful. The offer is indeed interesting from the point of view of the increasingly small streaming budget of spectators: €5.99 in France. The platform has very intelligently decided to continue its policy of increasing prices for its other subscriptions, becoming out of reach for many. All without affecting the price of the Essential formula with advertising, and even adding new services.
Advertisers want more
Last May, Netflix announced that it had reached the threshold of 40 million subscribers to the advertising offer. And it's far from over: on the occasion of the two-year anniversary, the service crossed the milestone of 70 million monthly active users; they represent a quarter of total Netflix subscribers (283 million at the end of September).
The platform adds that more than half of new subscribers subscribe to the Essential plan with advertising, in countries where it is available of course. For Christmas, during the broadcast of NFL matches in the United States, Netflix sold all available space (which means that spectators will be bombarded with advertisements). The broadcast of season 2 of the Korean series Squid Game December 26 will also be the occasion for a storm of advertising: the car manufacturer Kia is a partner of the event.
Netflix will also increase the little touches for advertisers, by offering them more statistics, more control and flexibility over the broadcast of their spots. This figure of 70 million is impressive, but it is still insufficient to attract very large advertisers with big budgets. As reported Varietyin the United States, advertisers would like Netflix ads to generate more impressions.
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Source :
Netflix
France
