How Netflix wants to make advertising a driving force

Let’s get started on advertising. Two years after the launch of its subscription formula with advertising, the world leader in video streaming is following its new “north star”. This more economical option represented half of the new subscribers to the video streaming platform between July and September, in the twelve countries where it is currently available. Over the past four quarters, these subscriptions have increased by an average of 35%. After Canada by the end of the year, the offer should be generalized to all markets in 2025.

These first two years allowed Netflix to note that viewer engagement time – its new key metric – is the same regardless of the type of subscription. In other words, the advertising messages that intersperse the content of the platform do not encourage people to spend less time on the service. A subscriber spends an average of two hours per day on the video platform, which had 282.7 million…