• by Wayne Friedman , Yesterday

Netflix -- the dominant and still-growing premium streaming heavyweight -- told advertisers and media buyers at its upfront presentation on Wednesday that its now in-house advertising-technology platform, Netflix Ad Suite, is now fully operational for faster growth.

“The foundation of our ad business is in place,” Amy Reinhard, president of advertising of Netflix, told executives.

By June, Netflix Ad Suite will be available anywhere it has an advertising plan.

This comes as Netflix's reach continues to grow in the U.S. Globally, Reinhard says its 94 million monthly ad-supported profiles (up 34% versus November) now equates to “roughly 170 million monthly active viewers.” 

In addition, members on the Netflix ad plan spend 40 hours a month watching content. “People are watching our ad plans almost as much as they are watching our standard plan without ads," Reinhard said.

She also touted that Netflix reaches “more 18-34 years old than any broadcast or cable TV network.”

“Attention” data is also key -- and higher than its competitors -- actually rising toward the end of shows and movies, she says. “Members pay as much attention to mid-roll ads as to the shows and movies themselves.”

Netflix says three of its most-viewed TV series -- “Squid Game,” “Stranger Things,” and “Wednesday” -- will be airing new seasons during this TV year.

The launch of Netflix's own advertising-technology platform, Netflix Ad Suite -- which houses data, programmatic buying, and measurement options -- will move the needle in a big way, says Reinhard: “It gives us the ability to move a lot faster... to deliver newer tools, better measurement and more creative formats.”

Previously Netflix viewer data was just a tool for program recommendations for its subscribers. Now it will go helping brands target their key audiences.
“You can now target as many as four Netflix first-party audiences than you could at launch [of Netflix ad option] which drives better results ,” says Reinhard.

In addition, it is also incorporating advertiser first party data through LiveRamp or directly from Netflix. It also now incorporates third party data from companies such as Experian and Acxiom, as well as adding new third-party measurement companies.

It also has expanded into new creative formats -- interactive activations, overlays, calls to action, second screen "buttons," mid-rolls, and active pause ads. There are also generative AI efforts to match creatives with Netflix content.

In the U.S. and Canada market, MoffettNathanson Research projects $2.3 billion in ad revenue in 2025 from 24.4 million ad-tier subscribers.

Globally, Netflix is projected to reach a total of $3.6 billion.

This story has been updated.