Netflix's President of Advertising, Amy Reinhard, recently revealed that the streaming service boasts over 94 million global monthly active users. During Netflix’s third Upfront event, Ms. Reinhard highlighted that this impressive figure includes more 18-34-year-olds than any other US broadcast or cable network. She also noted that ad tier subscribers in the United States spend an average of 41 hours per month on the platform.
Reinhard emphasized the effectiveness of Netflix's advertising strategy: “When you compare us to our competitors, attention starts much 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 the movies themselves.”
The Netflix Ads Suite, Netflix’s in-house advertising platform, is currently live in the United States and Canada. Its rollout will continue next week in EMEA, with full availability across all 12 ad-supported countries by June. Reinhard added: “By controlling our own ad tech, we’ll be able to deliver newer tools, better measurement, and more creative formats. The Netflix Ads Suite is also designed to help you tap into the magic that makes Netflix Netflix. And it does that in a few big ways.”
A key feature of the Netflix Ads Suite is its integration of first-party data. Advertisers can incorporate their data through LiveRamp or directly with Netflix, enabling targeted advertising based on behavioral insights. Furthermore, Netflix introduced a new modular framework for ad formats utilizing generative AI to dynamically match ads with the themes of its shows.
Reinhard also showcased new interactive midroll and pause ad formats, featuring overlays, call-to-actions, and second-screen buttons. These advanced formats, designed for personalized ad delivery, will be available in all ad-supported countries by 2026.