Netflix says that more than 94 million people now use its ad-supported plan every month globally. This is a 34% increase from the 70 million it reported in November 2024. The company shared this update during its annual upfronts presentation in New York.

Netflix has started pitching this tier as a high-value space to reach young and engaged audiences. According to the company, it now has more viewers aged 18 to 34 than any U.S. broadcast or cable network.

Amy Reinhard, President of advertising at Netflix, said users on the ad-supported plan spend around 41 hours per month watching content. That is more than an hour a day. She noted that this level of engagement makes Netflix a strong buy for advertisers. “Because our audience is unique, engaged, and attentive, a dollar spent on Netflix is more valuable than a dollar spent anywhere else,” she claimed.

Netflix launched its ad-supported plan in 2022, priced at $6.99 a month. In January, the company raised its subscription prices and increased the ad-supported plan now costs $7.99 per month, compared to $17.99 for the ad-free version.

Marian Lee, Netflix’s CMO, describes Netflix as a hub where brands can reach customers. “Last year, we had more shows in the Nielsen Top 10 than all other streaming services combined,” Lee said. “Just last week, Nielsen reported that we have eight of the top 20 shows across broadcast, on-demand, and streaming.”

Netflix Ads Suite rolls out with generative AI product on the way

At the presentation, Netflix also said it will expand its in-house advertising platform, Netflix Ads Suite, to more ad-supported markets in June. The tool is already available in the U.S. and Canada. It brings more data options and additional measurement tools.

The streaming platform also announced a generative AI product designed to help brands tailor their creative to specific shows and audiences. The tool will use AI to align ad messaging with the themes or tone of different shows.

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