Netflix announced on Wednesday that its more cost-effective ad-supported tier has reached 40 million global monthly active users, nearly doubling the previous count of 23 million from earlier this year.
The streaming service also revealed plans to launch its own advertising platform, moving away from its prior partnership with Microsoft. Netflix will incorporate other ad tech firms like Magnite, The Trade Desk, and Google Display & Video 360 in its expanded network while maintaining Microsoft as a programmatic advertising partner.
In the coming year, Netflix plans to test its ad tech platform in Canada before launching it in the U.S. by the second quarter of the following year. The company aims to have the platform operational globally by the end of 2025.
For the second time, Netflix joined its media counterparts to host its Upfront presentation yesterday to secure advertising for its platform.
Earlier on Wednesday, Netflix secured a deal to stream two National Football League games on Christmas Day this year, with additional games planned for 2025 and 2026. The company remains open to hosting more games in the future.
This move marks Netflix’s entry into live sports after years of reluctance, recognizing the significance of sports, particularly the NFL, in the TV industry and streaming services.
Though the specifics of the NFL deal were undisclosed, sources stated that Netflix will pay around $75 million per game.
Netflix will provide its own commentators for the games and collaborate with existing production companies. Sarandos believes that the NFL partnership aligns with Netflix’s event strategy, enabling the company to make a significant impact on the day.
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