At its recent Upfront presentation in New York, Netflix shared that its advertising-supported plan now has over 94 million monthly users. This marks a major milestone for the streaming giant, which launched its ad tier just a year and a half ago.
Amy Reinhard, President of Advertising, Netflix, said the company now has more 18-34-year-old ad-supported viewers than any cable or broadcast network. More importantly, she emphasized that people on Netflix are spending a lot of time on the platform an average of 41 hours per month.
Amy Reinhard, President of Advertising, Netflix, said, “When you compare us to our competitors, attention starts higher and ends much higher. And even more impressive, members pay as much attention to mid-roll ads as they do to the shows and movies themselves.”
Netflix also used the event to highlight progress on its in-house advertising technology, which is now officially live in the U.S. and Canada, with other markets to follow. This system is designed to help advertisers better target their campaigns and measure performance. The tech suite offers new data tools, more options for programmatic buying, and enhanced measurement features. In simple terms, Netflix wants to give advertisers better control and insight into where their money goes and how effective it is.
The company is also working on a new product that uses generative artificial intelligence (AI) to pair ad content with individual shows and movies more effectively. This approach will match an advertiser’s message to the tone and theme of specific content something that could make ads feel more relevant to viewers.
During the presentation, Reinhard highlighted how Netflix stands apart from its competitors by combining strong storytelling with advanced technology a mix she says gives advertisers more value for their investment.
Amy Reinhard, President of Advertising, Netflix, said, “What sets Netflix apart is our ability to combine best-in-class technology with shows and movies that everyone is watching and talking about.” He added, “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. And because our audience is unique, engaged and attentive, a dollar spent on Netflix is more valuable than a dollar spent anywhere else.”
While the 94 million figure is impressive, Netflix has not revealed how many of those users are paying for the ad-supported plan directly, as many are sharing accounts or are part of bundled deals. It also hasn’t shared exact revenue figures tied to this tier, making it harder to compare Netflix’s ad business with other platforms like Hulu or YouTube.
Additionally, the use of AI to generate ad content, though innovative may raise concerns about brand safety, creative quality, and viewer trust. The idea of algorithms designing ads to blend with entertainment could blur lines for consumers.
Still, Netflix’s message is clear: it wants to be seen as a serious player in the ad world, using its global scale, deep viewer engagement, and tech background to woo advertisers away from traditional TV and even digital platforms.
About Netflix Ads
Netflix launched its ad-supported plan in late 2022 as part of its strategy to boost revenue while offering more affordable options for viewers. The company has since expanded ad-supported streaming to multiple countries and partnered with brands to create custom ad experiences. With its in-house ad tech and large user base, Netflix is positioning itself as a strong competitor in the digital advertising space.