Amy Reinhard, Netflix’s President of Advertising, has announced the steaming service reaches more than 94 million global monthly active users.
Speaking at its third Upfront event, Ms Reinhard said this included more 18-34-year-olds than any other US broadcast or cable network. Ad tier subscribers in the United States also spend an average of 41 hours per month on Netflix.
“When you compare us to our competitors, attention starts much higher and ends much higher. And even more impressive, members pay as much attention to mid-roll ads as they do to the shows and the movies themselves,” Reinhard said.
The Netflix Ads Suite, Netflix’s in-house advertising platform, is now live in the United States and Canada, will be live next week in EMEA, and available in all 12 ad-supported countries by June.
Reinhard added: “By controlling our own ad tech, we’ll be able to deliver newer tools, better measurement, and more creative formats. The Netflix Ads Suite is also designed to help you tap into the magic that makes Netflix Netflix. And it does that in a few big ways.”
Amongst the features available through the Netflix Ads Suite is the ability for advertisers to incorporate their first-party data, either through LiveRamp or directly with Netflix, so clients can match data sets for behavioral insights and targeting capabilities against Netflix’s ads audience.
Netflix also debuted a new modular framework for ad formats that leverages generative AI to instantly marry advertisers’ ads with the worlds of its shows.
Reinhard unveiled the first capability with interactive midroll and pause formats that build custom advertising creative with added overlays, call to action, second screen buttons, and more to serve the right ad to the right member at the right time. The formats will be available by 2026 in all ad-supported countries.
