In a post published Tuesday on the Netflix blog signed Amy Reinhard, the Advertising President of the American service, we learn that two years after the launch of its advertising offering, it now has 70 million monthly active users. At the same time, more than 50% of new registrations for Netflix are made via the ad-supported offer (in countries where the offer is available).
Ms. Reinhard also takes the opportunity to take stock of the measurement of audiences for its programs: in the US, Netflix has joined forces with VideoAmp to notably “provide cross-opinions to advertisers”, while relying on its partnership with Snowflake and its clean room in order to “obtain measurement results with the highest level of confidentiality and security”; Netflix has also partnered with Nielsen for live ratings for upcoming NFL Christmas Day games. “To guarantee better data accuracy”, the platform will make its first party data available here, according to the new methodology; In Brazil, Netflix has also joined forces with Kantar Ibope CAV (Campaign Audience Validation) to highlight reach and attendance, while in the United Kingdom, Netflix has extended its agreement with the company Barb, which would thus bring to light that “the average ad-supported viewer watches at least twice as much Netflix as the closest competitors.”
Canada in pole position for internal adtech
Finally, Amy Reinhard announces that Canada is officially the first country to exclusively use Netflix’s internal adtech. This will be deployed globally throughout 2025. Likewise, after launching its programmatic offer in August, Netflix immediately implemented its guaranteed programmatic purchases offer in the United States. , in Brazil, Canada and Mexico. Capacities which will expand to Europe in February 2025 and to Australia, Japan and Korea later this year.
