Netflix’s ad-supported tier has 40 million global monthly active users. This figure is nearly double the 23 million users reported in January, marking a significant growth in just a few months.
The company also announced plans to launch its own advertising platform, ending its partnership with Microsoft for ad technology. However, Microsoft will remain a programmatic advertising partner, along with other ad tech companies including The Trade Desk, Google Display & Video 360, and Magnite.
Netflix is set to test its ad tech platform in Canada later this year, with plans to launch it in the U.S. by the end of the second quarter of next year. The goal is to have the platform live globally by the end of 2025.
In addition to these developments, Netflix revealed that 40% of all signups in countries that offer the ad tier are opting for this cheaper plan. This has contributed to Netflix’s total subscriber count reaching an impressive 270 million.
The company also announced a deal to stream two National Football League games on Christmas Day this year, marking Netflix’s first real venture into live sports. This move is expected to boost the platform’s appeal, as sports, particularly the NFL, have been a key factor in keeping traditional TV relevant.
In terms of financials, while the terms of the NFL deal were not disclosed, insiders suggest that Netflix will pay around $75 million per game. This bold move into live sports, coupled with the rapid growth of its ad-supported tier, signals Netflix’s aggressive strategy to drive revenue amid slowing subscriber growth.
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