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Inside The Stream
Netflix is Well-Positioned to Lead in Bundling and CTV Ads
May 17, 2024
Netflix boasts 40 million ad-tier subscribers, positioning it as a frontrunner in streaming bundles. The partnership with Roku and Major League Baseball marks a pivotal shift in sports streaming. The acquisition of NFL streaming rights for Christmas 2025 highlights their shift toward live sports. Additionally, Netflix is set to revolutionize the ad-supported landscape with new tech and potential bundling opportunities. The exploration of immersive experiences via Roblox could further strengthen their competitive edge.
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Quick takeaways
- Netflix's achievement of 40 million ad-supported subscribers highlights its strategic positioning in the evolving landscape of streaming services.
- The potential bundling of Netflix with other platforms signifies its ambition to lead in the streaming market and maximize viewer engagement.
Deep dives
Netflix's Growth in the Ad-Supported Market
Netflix has reached a milestone of 40 million ad-supported subscribers, which represents approximately 15% of its total user base. This figure underscores the platform's significant acceptance of the ad tier among its audience, as 40% of new signups in regions where the ad-supported tier is available choose this option. In comparison to Amazon Prime Video, which boasts over 90% of its subscribers on the ad-supported model due to an opt-out approach, Netflix's growth is noteworthy yet highlights the differing strategies of these two streaming giants. Additionally, Netflix plans to develop its in-house ad tech platform by late 2025, moving away from its current reliance on Microsoft for ad technology.
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