Netflix reports 150% increase in ad sale commitments

The streamer’s President of Advertising Amy Reinhard reported the sales growth this week following its second Upfront presentation to advertisers in May.

She said that Netflix has closed deals with all major holding companies as well as independent agencies.

Netflix closed partnerships for upcoming films and series including Squid Game, Wednesday, Outer Banks, Happy Gilmore 2, Ginny & Georgia and Love is Blind as well as deals around live events including WWE Raw and Christmas Day NFL games.

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For series three of Bridgerton, it secured multiple international on-screen title sponsors including Pure Leaf, Amazon Audible, Puig, Booking.com, Stella Artois and Hilton.

Last week, Netflix partnered with LVMH, COTY Gucci, Kaiku Caffee Latte, Aeromexico, Google, and Rakuten for the return of Emily in Paris.

The growth in advertisers working with Netflix comes as the streamer continues to grow its ad tier. In May, Netflix said the ad tier had 40m global monthly active users, compared to 23m in January. The ad tier launched in November 2022.

During the company’s most recent earnings report, Netflix said the ad tier accounts for more than 45 percent of all signups in its ads markets.

Reinhard also updated on the launch of Netflix’s in-house ad tech platform, which will be tested in Canada in November and launched globally in 2025.

She said marketers can now set up private 1:1 marketplace deals directly with Netflix through The Trade Desk, Google’s Display & Video 360, or Xandr.

Reinhard said: “We’ll continue to improve the Netflix ads plan to ensure our members are delighted by the experience while simultaneously creating solutions that deliver results for our marketers, putting brands at the centre of the best shows and films in the world, to a highly valuable and engaged audience.”

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