Netflix has grown subscribers for its global advertising-supported tiers by 34% in the second quarter versus the first quarter.

The company did not disclose specific details.

In May, Netflix said it had 40 million monthly active users for those advertising-supported options -- up from 23 million in January.

The streaming video-on-demand company says 45% of all new signups (ad-supported or ad-free standard/premium tiers) are for its advertising option. This number is accelerating, with the first quarter of 2024 coming in at 40% compared to Q4 2023 (32%) and Q3 2023 (30%). 

Netflix said it added 8.1 million worldwide subscribers in the second quarter -- down from 9.3 million additions in the first quarter. Year over year, global streaming memberships grew 17% to 277.7 million.

The company said Peter Naylor, vp of advertising sales -- who has been with the company since August 2022 -- is departing. Netflix is looking to hire ad executive for a bigger global responsibilities, according to Amy Reinhard, president of advertising for Netflix.

While it didn’t go into specifics of advertising revenue, it didn’t offer up average revenue per user (ARPU) results. In the U.S/Canada ARPU was $17.17; in Europe, $10.80; Latin America, $8.28; and Asia-Pacific, $7.17.

Netflix says U.S./Canada subscribers rose by 1.5 million in the second quarter, now totaling 84.1 million. Rough estimates suggest around half of that 1.5 million gain in the second quarter was for its advertising tier.

Netflix will launch its own in-house ad tech platform in 2025. Programmatically, Netflix will expand its ad inventory access to demand-side and supply-side platforms including The Trade Desk, Google DV 360, and Magnite.

Overall revenue climbed 17% to $9.6 billion, with net income at $2.1 billion. Operating income margin has climbed to 27% from 22%

For subscribers, Netflix Standard with ads option is priced at $6.99/month; Netflix Standard (no ads), $15.49; and Netflix Premium (no ads, Ultra HD), $22.99.

This story has been updated.