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Netflix announced on Wednesday a significant surge in the adoption of its ad-supported tier, with global monthly active users reaching 40 million, up from five million just a year earlier. This substantial growth underscores the success of Netflix’s strategy to attract new users with a more affordable plan.<\/p>\n<\/p><\/div>\n
The expansion of the ad-supported tier <\/a>comes amid fierce competition in the streaming industry, with companies increasingly offering bundles to retain subscribers. Since its launch in November 2022, Netflix’s ad-supported plan has garnered significant traction, with 40 percent of all sign-ups originating from these plans in eligible countries.<\/p>\n Significantly, research conducted by Antenna indicated that during the fourth quarter, ad-supported plans were the predominant source of new subscribers for the streaming industry, marking the first instance of such a trend.<\/p>\n As part of its ongoing efforts to strengthen its advertising capabilities, Netflix<\/a> revealed its intention to launch an internal advertising technology platform by the conclusion of 2025. This strategic initiative offers clients novel methods for procuring advertisements and improving user interaction.<\/p>\n To accelerate automated ad buying, Netflix will collaborate with industry leaders such as Trade Desk, Google Display & Video 360, and ad-tech firm Magnite, who will join Microsoft in this endeavor.<\/p>\n