Today Netflix hosted it's second upfront presentation to advertisers, with big numbers promising the most engaged audience in the world. Another big announcement was the development of their own ad tech and integration into multiple DSPs.
Here's a quick recap -
Advertising Growth - 40M Users & 40% Choose Ads
Amy Reinhard, Netflix’s President of Advertising, walked advertisers through the continued growth and momentum of Netflix’s ad-supported plan, which now has 40 million global monthly active users — up from 5 million a year ago. Over 40% of all signups in the ads countries now come from the ads plan.
New Ad Tech
Looking ahead, Reinhard announced Netflix will launch an in-house advertising technology platform, by the end of 2025. This will give advertisers new ways to buy, new insights to leverage, and new ways to measure impact.
“Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” she said.
This summer, Netflix will also expand its buying capabilities to include The Trade Desk, Google's Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.
All of these enhancements are designed to make Netflix even better for clients. "We’re being incredibly strategic about how we present ads because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands,” said Reinhard.
Engagement
As Bela Bajaria, Netflix's Chief Content Officer, explained, “Our audiences are highly engaged — and by engaged I mean that they are choosing to spend their time watching Netflix. That’s important because engagement is the key to success in streaming. When people watch our shows and movies, they get more value from Netflix, they stick around longer, and they’re more likely to recommend us to their friends. And this matters to all of you because you want to be where the audiences are, too.”
According to Nielsen, over the last three years, Netflix had more top 10 titles than every other streaming service combined.
Over 70% of Netflix’s ad-supported members watch for more than 10 hours a month — which is 15 percentage points higher than the nearest competitor, according to Nielsen. Netflix members also pay even more attention three hours into watching than they do when they first start. And because they do, they’re around twice as likely to respond to an ad compared to other streaming services and linear TV.
And if you still want more... we'll leave you with some numbers, because who doesn't love numbers!
Advertising Stats:
Netflix’s ad-supported plan now has 40 million monthly active users.
Over 40% of all signups in Netflix’s ads markets come from our ads plan.
Netflix ad-supported members have a higher household income and are younger than linear TV audiences, with a median age of 37.
Over 70% of Netflix’s ad-supported members watch for more than 10 hours a month - which is 15 percentage points higher than the nearest competitor according to Nielsen.
More than half of Netflix’s ad-supported members watch Netflix for more than 20 hours per month.
According to TVision, Netflix’s ad-supported members’ attention is the highest competitively when evaluating a three-hour span.
According to EDO Inc., Netflix members are around twice as likely to respond to an advertisement on Netflix compared to other streaming services and linear TV.
Programming Stats:
Netflix has 270 million subscribers.
According to Nielsen, in 2024, Netflix has more hours in the Top 10 than any other streaming service combined.
Over the last three years, Netflix has had more Top 10 titles than every other streaming service combined.
In 2023, Netflix members watched 183 billion hours of Netflix.
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