United States – Popular streaming platform Netflix has announced that they will be launching their in-house adtech platform by 2025, a move that will continue supporting the platform’s ad-supported plan.
For Netflix, this will give advertisers new ways to buy, new insights to leverage, and new ways to measure impact.
Amy Reinhard, president of advertising at Netflix, said, “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.”
Moreover, 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.
“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,” Reinhard added.
The announcement was made during Netflix’s Upfront presentation, where Reinhard 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. She also stated that over 40% of all signups in the ads countries now come from the ads plan.
It is worth noting that 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. With this, they’re around twice as likely to respond to an ad compared to other streaming services and linear TV.
Bela Bajaria, chief content officer at Netflix, 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.”
