Netflix is going big on ads. At its third Upfront event in New York, the streaming giant showed off its latest plans to win over advertisers. The focus is on three key things: attention, tech, and entertainment.
The company says its ad-supported plan now has over 94 million monthly active users worldwide. That’s a big deal. Netflix’s ad boss, Amy Reinhard, says the platform’s young audience – people aged 18 to 34 – is bigger than any US TV network’s.
These users are engaged. They watch an average of 41 hours of content per month in the US. They pay attention to ads almost as much as their favorite shows. This engagement leads to real results: ads on Netflix can make people eight times more likely to like a brand, boost sales by 162%, and triple the chances of buying something.
Netflix Ads Suite Launch
One major announcement was the global launch of Netflix Ads Suite, a new tech platform coming in June. This tool lets advertisers target their campaigns with precision, using over 100 topics grouped into 17 categories.
Reinhard outlined four key areas where Netflix’s ad business is evolving:
- Improved data capabilities, including integrating brands’ own data and new partnerships.
- More buying options, like programmatic transactions and flexible deals.
- Expanded measurement, with new internal solutions like a brand evaluation tool based on user viewing habits.
- New creative formats, including AI-optimized modular ads that adapt to each viewer’s interests and behaviors.
Reinhard says the foundations of Netflix’s ad business are solid. “From here, evolution will be even faster,” she notes, highlighting the competitive advantage of having an engaged and attentive audience.
Marian Lee, Netflix’s marketing director, says the platform is ideal for brand collaboration. “Everyone’s watching Netflix,” she says. In 2023, its content topped Nielsen’s weekly rankings longer than any other streamer. Lee announced new creative partnerships with brands like Wendy’s and Cheetos, set to launch with the return of the series “Wednesday.” “Together, we can bring stories to life in a way none of us could alone. That’s our idea of perfect collaboration,” she concludes.