Ads update
Though Netflix’s ad-supported tier got off to a slow start after launching in November 2022, recent reports indicated the platform reached more than 1 million subscribers for the lower-priced option. And the company announced several updates in its Q1 report.
According to the company, engagement on its ad tier is above expectations, and it has seen very few accounts switching from higher-priced tiers to the lower-priced version. It also said that in the U.S., there are more subscribers on the ad tier plan than on the company’s standard offering.
And with new licensing deals, the company now has around 95% content parity globally (by viewing). When Netflix’s ad tier initially rolled out, the company announced that up to 10% of its titles wouldn’t be available on its Basic With Ads plan.
Netflix is also upgrading features on the ad tier, including 1080p versus 720p video quality and two concurrent streams in all 12 ad markets, starting with Canada and Spain.
And with its ad-supported success, the streamer is also rolling out new capabilities for marketers.
“On the advertiser side, we are launching a programmatic private marketplace to enable more buying options for Netflix ad inventory using Microsoft’s sales platform,” the earning release states. “Our partnerships with Integral Ad Science and Double Verify are also now live – validating campaign engagement of ads viewership on Netflix.”
DV-Don’t
As the ad tier gets upgraded, the company is also rolling back on outdated aspects of the business.
In a blog post ahead of the earnings report, Netflix’s co-CEO Ted Sarandos said the company is ending its DVD service, DVD.com. According to Sarandos, Netflix is sending out its final discs on Sept. 29.
“We feel so privileged to have been able to share movie nights with our DVD members for so long, so proud of what our employees achieved and excited to continue pleasing entertainment fans for many more decades to come,” Sarandos wrote, adding, “To everyone who ever added a DVD to their queue or waited by the mailbox for a red envelope to arrive: thank you.”
[ad_2]
Source link
