Netflix Ads Suite, the streamer’s in-house advertising platform, is being launched in Europe imminently and will be available in all ad-supported countries by June.
The platform, which is currently live in the US and Canada, now serves more than 94 monthly active users of Netflix’s ad-supported plan, according to Amy Reinhard, Netflix’s President of Advertising.
Reinhard unveiled the figures during the streamer’s Upfronts presentation this week to highlight the growth of the ad-supported plan.
She said the plan now reaches more 18-34-year-olds than any other US broadcast or cable network, and that subscribers to the plan spend an average of 41 hours per month on Netflix.
The Ads Suite platform allows advertisers to target more than 100 interests of subscribers in over 17 categories.
Netflix initially appointed Microsoft as its technology partner ahead of the launch of its advertising-supported tier in 2022, but in May 2024 the streamer announced it was launching its own in-house advertising platform.
Reinhard said: “By controlling our own ad-tech, we’ll be able to deliver newer tools, better measurement, and more creative formats.”
She said what sets Netflix apart is “our ability to marry art and science, combining best-in-class technology with the shows and movies that everyone is talking about and watching. So while a lot of companies are either/or — either they have great technology, or they have great entertainment — our superpower has always been the fact that we have both.”
Spain’s LaLiga teams with Fastly to target streaming piracy
LaLiga is collaborating with San Francisco-based edge cloud platform provider Fastly to develop technical solutions to address illegal streaming of live sports, with a special focus on the Spanish league’s football matches.
Women's elite sports revenues to reach $3bn in 2026
Global revenues in women’s elite sports will reach at least $3bn (£2.2bn) for the first time in 2026, according to new research by consultancy Deloitte.
SVOD market entering a ‘more disciplined phase’ – report
Global SVOD subscriptions have reached 2.2 billion worldwide and are on track to achieve 2.6 billion by 2030, according to Futuresource Consulting.
Gen Alpha leads shift to AI-powered TV recommendations
Gen Alpha is leading a shift towards AI-powered recommendations for TV viewing options, according to new research by Gracenote, the content intelligence business unit of Nielsen.
UK competition authority to investigate Paramount-WBD merger
The UK’s Competition and Markets Authority (CMA) is expected to launch an inquiry into Paramount Skydance's planned $110bn acquisition of Warner Bros Discovery this month.
.jpg)