Netflix’s ad-supported subscription plan now has
about 23 million monthly active users (MAUs) globally, according to Amy Reinhard, the company’s president of advertising.
That’s up from 15 million reported by the streamer in
November.
In addition, more than 85% of subscribers on the “Standard with Ads” tier are streaming on the platform for at least two hours per month, Reinhard said at a Variety
summit held during CES in Las Vegas.
Building the ad-supported user base is Netflix’s biggest priority at present, but the company is taking the time to work with advertisers and
test and monitor response to content and ads to ensure that subscribers remain engaged, she said.
The ad-supported tier — priced in the U.S. at $6.99 per month, versus $15.49 for the
ad-free tier — was launched in November 2022, just eight months after Netflix reported its first quarterly subscriber decline since 2011. That 200,000 Q1 loss was followed by a 1 million loss in
Q2, before the streaming service began turning the numbers around in second-half 2022.
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In October, Netflix reported that Standard with Ads accounted for 30% of all new Netflix subscriptions
through this year’s third quarter within the 12 countries where the option is currently offered (U.S., U.K., Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico and
Spain).