Netflix Ad Tier Hits 40M Monthly Active Users, Nearly Double Its Scale At Start Of 2024

Netflix's advertising tier, launched 18 months ago, has seen significant growth, reaching 40 million monthly active users globally by the start of 2024. This growth was highlighted during Netflix's first in-person upfronts presentation in New York, where it was noted that 40% of new signups are now for the ad-supported plan. The plan's lower price of $7 a month contributes to its popularity.

Despite initial resistance to advertising, Netflix has fully embraced this model, developing live programming and planning to launch an in-house ad tech platform. This platform is intended to enhance ad buying and measurement, aligning with Netflix's technological leadership in streaming. The company also emphasized high viewer engagement among its ad-supported subscribers, suggesting a strong value proposition for advertisers.