Two years after the launch of its Netflix with Ads tier, the streaming service has given an update on its progress.
From a standing start the tier now has 70 million “monthly active users globally” and continues to attract new subscribers. Over 50% of new Netflix sign-ups are for the ads plan in ad-supported countries.
Netflix says series and films, including recent hits like Nobody Wants This, The Diplomat, Love is Blind Habibi and Monsters: The Erik and Lyle Menendez Story, are holding viewers for the advertisers.
The streamer’s foray into sport continues with the Jake Paul vs. Mike Tyson boxing event on Friday, November 15 and continues over Christmas with two live NFL games. Here, Netflix has sold out of all available in-game inventory. Live ratings for the event will be made available by Nielsen.
Last month, Netflix expanded its relationship with Barb in the UK to include the ad-supported plan. It showed the average Netflix ad-supported viewer in the UK watches at least twice as much Netflix as the nearest competitors.
For the upcoming season of Squid Game, multiple advertisers are on board, including Kia in Korea. As Netflix’s first single-title sponsorship in Korea, the partnership is timed to the launch of Kia’s new crossover SUV ‘The New Sportage’.
An auto advertiser in the United States generated more engagement (search + web visits) after running their campaign on Netflix. Netflix’s ad-supported members were also over 3.2x more likely to engage with the ad compared to other CTV services, and 4.5x more likely to engage compared to linear.
