Netflix has revealed that its ad-supported tier has attracted five million active users around the world, with sign-ups having more than doubled since early this year.
On average, said the company, more than a quarter of new subscribers now choose the ads plan in countries where it is available. Netflix, which had 232.5 million subscribers as of mid-April, launched its Basic with ads subscription option in the US and UK last November. The ad-supported count was revealed on May 17 during the streaming giant’s first presentation to advertisers, as part of ‘upfront’ week, when US TV networks pitch their new programs to ad buyer. Netflix’s virtual upfront event replaced the live event that the company planned in New York. The event was cancelled in part because of a planned demonstration outside the venue by an association of striking WGA members. In their virtual presentation, Netflix executives revealed that 70% of their ad plan subscribers are aged between 18 and 49 – the most sought-after demographic for advertisers. The global median age is 34. According to Nielsen, the company’s executives reported that Netflix had the top original TV show streaming in the US 15 out of 16 times this year and the top feature film 14 times. Bela Bajaria, Netflix’s chief content officer, told advertisers that no other entertainment company strives to create great films and shows in so many genres and countries for such a diverse audience. We achieve this by partnering up with world-class talents and giving them the freedom to tell their stories. Our partnership with them is one of the biggest reasons we’re able bring original, fresh storytelling to our members.”