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Netflix with advertising already has 40 million users

Apparently people don't mind ads too much - the new Netflix with ads subscription model already has 40 million users.
Netflix Ads

It seems that people don’t hate advertising. At least that’s the conclusion behind Netflix’s new revelation that its ad-supported model now has 40 million monthly active users. That’s 5 million more than a year ago. Currently, over 40% of all sign-ups in countries where the ad-supported plan is available are sign-ups for the new subscription model.

Additionally, over 70% of those who subscribe to the advertising plan watch more than 10 hours per month. According to Nielsen, this is 15% more than the “nearest competitor”. That means Netflix subscribers are “around twice as likely to respond to an ad compared to other streaming services and linear TV” according to the official press release on the matter.

Netflix plans to launch an internal ad tech platform by the end of 2025 that will provide advertisers with “new ways to buy, new insights to leverage, and new ways to measure impact”. By integrating advertising technology internally, Netflix will be able to “power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today” said Amy Reinhard, the company’s president of advertising.

She continued: “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.” According to Nielsen, Netflix has had more top 10 titles in the last three years than all other streaming services combined.

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Toni Hobrecht
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