Netflix's Ad-Included SubscriptionDraws More 18-34 Year-Old Viewers Than Any U.S. Network Broadcast
Streaming giant Netflix wowed advertisers at its upfront presentation with mind-blowing statistics and exciting announcements about its ad-supported plan. Boasting more than 94 million global monthly active users, Netflix now tops all U.S. broadcast and cable networks in terms of 18-34-year-old viewers.
Netflix's President of Advertising, Amy Reinhard, emphasized that viewers of the ad-supported tier are highly engaged, logging an average of 41 hours per month on the platform. She highlighted the unique synergy between Netflix's A-game tech and its entertainment content, stating, "Our superpower has always been the fact that we have both. And because our audience is unique, engaged, and attentive, a dollar spent on Netflix is more valuable than a dollar spent anywhere else."
Netflix's Chief Marketing Officer, Marian Lee, underlined the platform's unparalleled reach, with over 700 million people tuning in. "Today, everyone is really watching Netflix," she declared. Lee also announced a series of global co-branded campaigns, featuring partners like Wendy's, Cheetos, and Booking.com for the upcoming return of "Wednesday."
The centerpiece of the presentation was the introduction of the Netflix Ads Suite, a state-of-the-art in-house advertising platform. Available now in the U.S. and Canada, the platform will be live in EMEA by next week and accessible in all 12 ad-supported countries by June. This powerful suite enables advertisers to target more than 100 interests across 17 categories, including life stages.
By controlling its own ad tech, Netflix ensures delivery of the latest tools, superior measurement, and innovative creative formats. Reinhard detailed four key aspects of the platform:
- Enhanced Data Capabilities: Advertisers can incorporate their first-party data through LiveRamp or directly with Netflix, for behavioral insights and targeting against the ads audience. The platform also opens third-party data access to trusted partners like Experian and Acxiom and features a clean room strategy for privacy-compliant collaboration with brands.
- Expanded Buying Options: The Netflix Ads Suite offers flexible methods, enabling clients to transact in ways that suit their ad strategies.
- Improved Measurement: First-party measurement solutions like brand lift studies and the Measurement Center provide detailed analytics to assess campaign performance.
- Creative Formats: Advanced generative AI technologies blend seamlessly with show environments, with interactive mid-roll and pause ads set to roll out globally by 2026.
Reinhard concluded that the foundation for Netflix's ad business is in place, promising faster progress in the future and having the most engaged audience on the planet. So buckle up, advertisers—Netflix is ready to make ad-supported streaming unforgettable!
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- The Netflix Ads Suite, an advanced in-house advertising platform, offers enhanced data capabilities, expanded buying options, improved measurement, and creative formats to deliver innovative advertising solutions that target more than 100 interests across 17 categories, including life stages.
- In her presentation, Netflix's President of Advertising, Amy Reinhard, highlighted the unique synergy between Netflix's technology and its entertainment content, stating, "Our superpower has always been the fact that we have both. And because our audience is unique, engaged, and attentive, a dollar spent on Netflix is more valuable than a dollar spent anywhere else."
- With over 700 million people tuning in, Netflix's Chief Marketing Officer, Marian Lee, underlined the platform's unparalleled reach, saying, "Today, everyone is really watching Netflix."
