Netflix Ad Tier Reaches 40 Million Monthly Active Users, Plans In-House Ad Tech by End of 2025

May 15, 2024, 07:23 PM

Netflix has announced that its ad-supported subscription plan has reached 40 million monthly active users globally, a significant increase from 23 million in January and 5 million a year ago. This growth represents an eightfold increase over the past year. Additionally, Netflix revealed plans to launch its own advertising technology platform by the end of 2025, marking a shift away from its current partnership with Microsoft. The company noted that 40% of new subscribers in countries where the ad tier is available are opting for this plan. Despite this growth, the ad-supported tier still represents a small percentage of Netflix's total 270 million subscribers. The announcement was made at Netflix's VIP Upfront event, and the ad-supported plan is available in 12 countries.