Netflix varies the pleasures for advertisers

Advertising on Netflix will become more sophisticated, with new opportunities for advertisers to promote their products. To the greatest benefit of the streaming platform, where subscription with advertising is gaining more and more fans.

The “Essential with Ad” formula escaped Netflix’s latest wave of price increases. While the “Essential” formula saw an increase of 22% to €10.99, the one financed by advertising remained at €5.99. The platform is ready to make any sacrifices to promote this offer and encourage its customers to subscribe to it, and for good reason: the more pairs of eyes there are to watch the advertising spots, the better it will be for the company’s finances. .

New pub spaces

In its latest communication to shareholders, Netflix gave some figures which confirm consumer interest in this ad-supported offer, subscribed to by 30% of new subscribers in the 12 countries where it is available (including France). The group has more than 15 million monthly active users of this formula. Enough to attract advertisers’ budgets, the service hopes.

And to attract these famous advertisers, Netflix is ready to lay out the red carpet. By the end of the year, they will be able to “sponsor” a program: the final season of The Crown and the reality TV game inspired by Squid Game are for example available, while the game Love is Blind is sponsored by a popcorn brand.

In the first quarter of 2024, Netflix will launch a new “binge ad” format which will allow addicts who have watched three episodes of a series in a row to enjoy a fourth which will not be interrupted by advertising. “Free” viewing that a brand can sponsor – of course, viewers will be informed that the episode in question was “offered” to them by such advertiser.

Netflix also plans the possibility for advertisers to insert QR codes in their spots. These initiatives will be watched very closely by the competition, and in particular by Disney which launched its own formula with advertising on November 1st.