Published: November 12, 2024 — As we celebrate two years since launching Netflix’s ads business, we continue to see positive momentum and growth across all areas of the business. We’re excited to now reach 70MM monthly active users globally and continue to see steady progress across all countries’ member bases. Now, over 50% of new Netflix sign-ups are for the ads plan in ad-supported countries.
Our members enjoy watching Netflix’s beloved series and films with recent hits like Nobody Wants This, The Diplomat, Love is Blind Habibi and Monsters: The Erik and Lyle Menendez Story. We also offer amazing can’t-miss live moments, like the highly anticipated Jake Paul vs. Mike Tyson boxing event, which debuts to Netflix members around the world this Friday, November 15.
These titles continue to bring members back to Netflix, driving even more fandom and conversation — which our advertisers love. This year, we’ve closed successful partnerships and achieved impressive milestones across our product, technology, and measurement capabilities.
New Client Partnerships:
For the NFL live Christmas Day games, Netflix has sold out of all available in-game inventory for the two live games, partnering with multiple advertisers, including FanDuel and Verizon, among others.
FanDuel will be the exclusive pregame sportsbook betting partner with a sponsored in-show feature. This custom segment will include Netflix Christmas Gameday talent, offering analysis and predictions aligned to FanDuel’s wagering odds for the games.
Verizon will be the Netflix Christmas kickoff sponsor as the official partner for the exciting pre-kick segment that will run before kickoff.
All partners will also run traditional ad commercials throughout the live event.
For the upcoming season of Squid Game, we’ve partnered with multiple advertisers across our 12 ad-supported countries, including Kia in Korea. As Netflix’s first single-title sponsorship in Korea, the partnership is timed to the launch of Kia’s new crossover SUV ‘The New Sportage’. Netflix and Kia collaborated on a storytelling three-part custom ad creative and will host an experiential pop-up at Kia Unplugged Ground, the motor company’s cultural complex in Seoul.
New Measurement:
On the measurement side, we know how important it is to prove Netflix’s value to our advertisers. We continue to see great success stories across a variety of categories, for members watching ads on Netflix — and we’re committed to expanding our measurement suite globally:
In two recent campaigns on Netflix’s ads plan:
An auto advertiser in the US generated more engagement (search + web visits) after running their campaign on Netflix. Netflix’s ad-supported members were also over 3.2x more likely to engage with the ad compared to other CTV services, and 4.5x more likely to engage compared to linear1.
A beauty advertiser in Mexico saw +30 point increase in brand recognition and +15 point increase in message association compared to industry benchmarks.
We’ve partnered with VideoAmp in the US to deliver advertisers cross-screen and live viewership measurement, both of which will start with WWE’s launch in January. VideoAmp will leverage its Snowflake clean room partnership to deliver measurement results with the highest level of privacy and security.
Netflix has partnered with Nielsen for live ratings of the upcoming NFL Christmas Day games. To ensure better accuracy, Netflix will collaborate on first-party streaming data, per the newly accredited methodology.
In Brazil, we’ve partnered with Kantar Ibope CAV (Campaign Audience Validation) to showcase cross-publisher reach and frequency, which will kick off in early 2025.
Last month, we expanded our relationship with Barb in the UK to include the ad-supported plan, proving that the average Netflix ad-supported viewer in the UK watches at least twice as much Netflix vs. the nearest competitors.
Launch of In-House Advertising Tech:
Canada is officially our first country operating solely on Netflix’s ad tech, which offers our clients increased flexibility and control with their buys.
• As we continue developing our ad tech, we look forward to introducing enhanced forecasting capabilities and new targeting, reporting, measurement and insights.
• Netflix’s in-house advertising technology will roll out globally throughout 2025.
More Buying Capabilities:
After launching our programmatic offering in August, we’ve also enabled programmatic guaranteed buying in the US, Brazil, Canada, and Mexico. These capabilities will expand to Europe in February 2025 and to Australia, Japan and Korea later in the year.
We can now measure even more objectives for programmatic guaranteed campaigns with a variety of new partners, including Lucid, Cuebiq, NCS, Affinity, and more.
Source
Netflix, Inc.
