Netflix’s ad-supported plan has reached 15 million global monthly active users a year after its launch.
According to the streamer, working in partnership with Microsoft Advertising, in the last 12 months it has elevated its measurement capabilities and rolled out third-party verification; enabled advertising impact; and launched Nielsen ONE measurement in the US.
It is also offering additional ad products and features and enhanced the member experience. In the latter case, it will from next week become the only ad-supported streamer to offer downloads.
Looking forward, from Q1 2024 its advertisers globally will be able to utilise its new binge ad (wt) format that taps into the viewing behaviour of watching multiple episodes in a row. After watching three consecutive episodes, members will be presented with a fourth episode ad-free. In early 2024, it will also launch the ability to showcase QR codes in advertising creative running on Netflix in the US.
Sponsorships are now available in the US and will expand globally in 2024, with title, moment, and live sponsorships.
Netflix also says it is “working diligently” to bring more measurement capabilities to its advertisers globally, as it look to partner internationally with third-party providers to enable campaign verification in 2024.
