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Netflix is seeing strong growth of its advertising-based plan, having recently eclipsed 23 million global monthly active users, president of advertising Amy Reinhard said.
Reinhard spoke Wednesday at the Variety Entertainment Summit at CES 2024 at Las Vegas’ Aria Resort and Casino. “The thing we’re really excited about is the engagement,” she said. Of Netflix’s customers on ad-supported plans, more than 85% are streaming on the platform for two hours or more per month, she said.
The new 23 million-plus figure comes after Netflix a little over two months ago said its ad-supported tier had over 15 million monthly active users worldwide. In an October letter to shareholders, Netflix said ad-tier subscriptions accounted for approximately 30% of all new signups in the 12 counties where it has launched the platform.
“We’re very fortunate to be able to take a long-term perspective on this,” Reinhard said at the Variety Entertainment Summit. “Scaling our business is...
Reinhard spoke Wednesday at the Variety Entertainment Summit at CES 2024 at Las Vegas’ Aria Resort and Casino. “The thing we’re really excited about is the engagement,” she said. Of Netflix’s customers on ad-supported plans, more than 85% are streaming on the platform for two hours or more per month, she said.
The new 23 million-plus figure comes after Netflix a little over two months ago said its ad-supported tier had over 15 million monthly active users worldwide. In an October letter to shareholders, Netflix said ad-tier subscriptions accounted for approximately 30% of all new signups in the 12 counties where it has launched the platform.
“We’re very fortunate to be able to take a long-term perspective on this,” Reinhard said at the Variety Entertainment Summit. “Scaling our business is...
- 1/10/2024
- by Todd Spangler
- Variety Film + TV
![Amy Reinhard](https://m.media-amazon.com/images/M/MV5BODU3NzU3YTQtNmNjZi00ZTU2LTgyZjItZGM2MDU1NDk1OTcxXkEyXkFqcGdeQXVyMTMxMTIwMTE0._V1_QL75_UX500_CR0,26,500,281_.jpg)
Netflix’s ad tier has grown to 15 million monthly active users globally.
“We have built an incredible foundation, focusing on areas advertisers told us matter most, all while delivering unmissable entertainment at an unbeatable value,” advertising president Amy Reinhard, who was recently appointed after the departure of Jeremi Gorman, wrote in a blog post Wednesday. “Our goal isn’t just to offer the same products and tools the industry has come to expect — although we’ve made a lot of progress on that front over the last year. It’s to build something bigger and better than what exists today. We want to shape the future of advertising on Netflix and help marketers tap into the amazing fandom generated by our must-watch shows and movies.”
The milestone, which coincides with the one-year anniversary of the streamer’s offering, comes after Netflix co-ceo Ted Sarandos acknowledged during Bloomberg’s Screentime conference...
“We have built an incredible foundation, focusing on areas advertisers told us matter most, all while delivering unmissable entertainment at an unbeatable value,” advertising president Amy Reinhard, who was recently appointed after the departure of Jeremi Gorman, wrote in a blog post Wednesday. “Our goal isn’t just to offer the same products and tools the industry has come to expect — although we’ve made a lot of progress on that front over the last year. It’s to build something bigger and better than what exists today. We want to shape the future of advertising on Netflix and help marketers tap into the amazing fandom generated by our must-watch shows and movies.”
The milestone, which coincides with the one-year anniversary of the streamer’s offering, comes after Netflix co-ceo Ted Sarandos acknowledged during Bloomberg’s Screentime conference...
- 11/1/2023
- by Lucas Manfredi
- The Wrap
![Image](https://m.media-amazon.com/images/M/MV5BMGY1ODI4YWQtMDA4NS00OTY3LWJjMjEtYzc5OGQyNjI3MDBlXkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX500_CR0,0,500,281_.jpg)
Netflix is ready to use “The Crown,” “Squid Game” and other signature series to take ad dollars from rival streamers.
The company says it will start to offer so-called “title sponsorships” to advertisers ready to align with the new reality series “Squid Game: The Challenge” and the final season of “The Crown” as part of its bid to accelerate the utility of its ad-supported tier.
“We want to shape the future of advertising on Netflix and help marketers tap into the amazing fandom generated by our must-watch shows and movies,” says Amy Reinhard, newly installed as president of advertising at Netflix, in a prepared statement.
Netflix is making a new bid to lure Madison Avenue to its offerings even as many ad buyers say the company has yet to generate the scale necessary to win over their clients’ ad dollars.
To be sure, Netflix says its ad-supported tier has won...
The company says it will start to offer so-called “title sponsorships” to advertisers ready to align with the new reality series “Squid Game: The Challenge” and the final season of “The Crown” as part of its bid to accelerate the utility of its ad-supported tier.
“We want to shape the future of advertising on Netflix and help marketers tap into the amazing fandom generated by our must-watch shows and movies,” says Amy Reinhard, newly installed as president of advertising at Netflix, in a prepared statement.
Netflix is making a new bid to lure Madison Avenue to its offerings even as many ad buyers say the company has yet to generate the scale necessary to win over their clients’ ad dollars.
To be sure, Netflix says its ad-supported tier has won...
- 11/1/2023
- by Brian Steinberg
- Variety Film + TV
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Netflix is parlaying a strong quarter into a policy change. The streamer will raise prices on several of its subscription options, including its basic ad-free tier, after adding 8.76 million new customers during the third quarter of 2023.
Bloomberg reported that the customer uptick gave Netflix its “best quarter for subscriber growth in years.” The streamer beat analyst estimates in Q3; over the 2023 calendar year, Netflix is projected to add 20 million new subscribers. If it does, it will more than double last year’s customer gains.
Netflix execs partially attributed the company’s positive quarterly returns to its crackdown on password sharing. Though Co-CEO Greg Peters initially believed that move would be unpopular, the streamer received a wave of new subscriptions after limiting accounts to individual households.
Those added subscribers have bumped up Netflix’s bottom line, as have work stoppages in the entertainment industry. Though it may seem unintuitive, the recently-resolved...
Bloomberg reported that the customer uptick gave Netflix its “best quarter for subscriber growth in years.” The streamer beat analyst estimates in Q3; over the 2023 calendar year, Netflix is projected to add 20 million new subscribers. If it does, it will more than double last year’s customer gains.
Netflix execs partially attributed the company’s positive quarterly returns to its crackdown on password sharing. Though Co-CEO Greg Peters initially believed that move would be unpopular, the streamer received a wave of new subscriptions after limiting accounts to individual households.
Those added subscribers have bumped up Netflix’s bottom line, as have work stoppages in the entertainment industry. Though it may seem unintuitive, the recently-resolved...
- 10/20/2023
- by Sam Gutelle
- Tubefilter.com
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Netflix beat Wall Street expectations for earnings per share and subscriber growth in the third quarter, cheering investors (if not consumers) with news that a new round of price hikes is on the way.
The company matched the Street estimate for revenue in the period ending September 30, with $8.54 billion. Eps came in at $3.73 and total subscribers hit 247.15 million, a gain of 8.76 million. That increase dwarfs the uptick of 2.4 million in the year-ago third quarter. Typically, the holiday-season fourth quarter sees the biggest subscriber momentum of the year. Netflix expects subscriber growth next quarter to be roughly in line with that of the third quarter.
Analysts had predicted an increase of 6 million subscribers and earnings per share of $3.49. On the rosy report, Netflix shares rose more than 12% in after-hours trading, to about $388. They came into earnings on a month-long slump, during which they had fallen by 18% over concerns about the company’s profit outlook.
The company matched the Street estimate for revenue in the period ending September 30, with $8.54 billion. Eps came in at $3.73 and total subscribers hit 247.15 million, a gain of 8.76 million. That increase dwarfs the uptick of 2.4 million in the year-ago third quarter. Typically, the holiday-season fourth quarter sees the biggest subscriber momentum of the year. Netflix expects subscriber growth next quarter to be roughly in line with that of the third quarter.
Analysts had predicted an increase of 6 million subscribers and earnings per share of $3.49. On the rosy report, Netflix shares rose more than 12% in after-hours trading, to about $388. They came into earnings on a month-long slump, during which they had fallen by 18% over concerns about the company’s profit outlook.
- 10/18/2023
- by Dade Hayes
- Deadline Film + TV
![Ted Sarandos](https://m.media-amazon.com/images/M/MV5BN2M3ODQ5OTgtMjI4Yy00MTcxLWExOWYtYTMxMDFmODFmMTQ0XkEyXkFqcGdeQXVyMTMxMTIwMTE0._V1_QL75_UX140_CR0,1,140,207_.jpg)
![Ted Sarandos](https://m.media-amazon.com/images/M/MV5BN2M3ODQ5OTgtMjI4Yy00MTcxLWExOWYtYTMxMDFmODFmMTQ0XkEyXkFqcGdeQXVyMTMxMTIwMTE0._V1_QL75_UX140_CR0,1,140,207_.jpg)
Shares of Netflix jumped 12.5% in after-hours trading Wednesday after the company reported net income of $1.67 billion, or diluted earnings of $3.73 per share for its third quarter of 2023. Total revenue increased 7.8% year over year to $8.5 billion.
The streaming behemoth also added 8.76 million subscribers during the quarter for a total of 247.15 million globally.
Analysts surveyed by Zacks Investment Research were expecting earnings of $3.46 per share on revenue of $8.53 billion.
Revenue in the United States and Canada was flat year over year at $3.73 billion. Meanwhile, revenue grew 2% year over year to $2.69 billion in the Europe, Middle East and Africa region and 3.3% year over year to $1.14 billion in Latin America, but fell 9% year over year to $948 million in the Asia-Pacific region.
Average revenue per user came in at $16.29 in the U.S. and Canada, $10.98 in the Emea region, $8.85 in Latin America and $7.62 in the Apac region.
Netflix reported operating income of $1.9 billion, up 25% year over year,...
The streaming behemoth also added 8.76 million subscribers during the quarter for a total of 247.15 million globally.
Analysts surveyed by Zacks Investment Research were expecting earnings of $3.46 per share on revenue of $8.53 billion.
Revenue in the United States and Canada was flat year over year at $3.73 billion. Meanwhile, revenue grew 2% year over year to $2.69 billion in the Europe, Middle East and Africa region and 3.3% year over year to $1.14 billion in Latin America, but fell 9% year over year to $948 million in the Asia-Pacific region.
Average revenue per user came in at $16.29 in the U.S. and Canada, $10.98 in the Emea region, $8.85 in Latin America and $7.62 in the Apac region.
Netflix reported operating income of $1.9 billion, up 25% year over year,...
- 10/18/2023
- by Lucas Manfredi
- The Wrap
![Image](https://m.media-amazon.com/images/M/MV5BNDc1NzU3NzQtZjY3Ni00YThiLWFkNmQtNmNkZGFkNjZhMjk1XkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX500_CR0,26,500,281_.jpg)
What did you do this summer? Netflix added a ton of subscribers and made a bunch of money.
The streaming giant onboarded 8.76 million subscribers from July to September and now has a total of 247.15 million global paid subs. That’s a significant improvement over the 5.89 million people it added during the prior quarter. Netflix previously predicted about the same number would join in Q3 — talk about tempering expectations.
It was the same story with the company’s financial results. Netflix posted $3.73 of earnings per share (Eps) on $8.542 billion in revenue for the summer quarter. Netflix met or exceeded pretty much all financial forecasts for the quarter — including its own.
Wall Street anticipated Netflix Q3 Eps of $3.49 on revenue of $8.54 billion, according to estimates compiled on Yahoo Finance. Netflix’s previous guidance foresaw its own earnings per share coming in at $3.52 on $8.52 billion in revenue.
Netflix reported Q3 operating income of...
The streaming giant onboarded 8.76 million subscribers from July to September and now has a total of 247.15 million global paid subs. That’s a significant improvement over the 5.89 million people it added during the prior quarter. Netflix previously predicted about the same number would join in Q3 — talk about tempering expectations.
It was the same story with the company’s financial results. Netflix posted $3.73 of earnings per share (Eps) on $8.542 billion in revenue for the summer quarter. Netflix met or exceeded pretty much all financial forecasts for the quarter — including its own.
Wall Street anticipated Netflix Q3 Eps of $3.49 on revenue of $8.54 billion, according to estimates compiled on Yahoo Finance. Netflix’s previous guidance foresaw its own earnings per share coming in at $3.52 on $8.52 billion in revenue.
Netflix reported Q3 operating income of...
- 10/18/2023
- by Tony Maglio
- Indiewire
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Netflix is expanding its advertising business, rolling out a handful of new offerings for marketers as it seeks to grow its share in the ad-supported video space.
Netflix vp global advertising sales Peter Naylor officially announced the new offerings during a keynote at Advertising Week New York on Tuesday.
The new formats include title sponsorships, which let a brand become the premier sponsor for a show or season. Frito Lay’s Smartfood has signed on as the first brand to take advantage of the format, being named the title sponsor for the upcoming season of Love Is Blind.
“We know that brands want to align with specific shows that are contextually and culturally relevant to their marketing objectives,” Naylor said, drawing applause from the room when he announced the addition of single title sponsorships.
And Netflix is creating a new format it calls the “Binge” ad (it’s still a...
Netflix vp global advertising sales Peter Naylor officially announced the new offerings during a keynote at Advertising Week New York on Tuesday.
The new formats include title sponsorships, which let a brand become the premier sponsor for a show or season. Frito Lay’s Smartfood has signed on as the first brand to take advantage of the format, being named the title sponsor for the upcoming season of Love Is Blind.
“We know that brands want to align with specific shows that are contextually and culturally relevant to their marketing objectives,” Naylor said, drawing applause from the room when he announced the addition of single title sponsorships.
And Netflix is creating a new format it calls the “Binge” ad (it’s still a...
- 10/17/2023
- by Alex Weprin
- The Hollywood Reporter - Movie News
![Ted Sarandos](https://m.media-amazon.com/images/M/MV5BN2M3ODQ5OTgtMjI4Yy00MTcxLWExOWYtYTMxMDFmODFmMTQ0XkEyXkFqcGdeQXVyMTMxMTIwMTE0._V1_QL75_UX140_CR0,1,140,207_.jpg)
![Ted Sarandos](https://m.media-amazon.com/images/M/MV5BN2M3ODQ5OTgtMjI4Yy00MTcxLWExOWYtYTMxMDFmODFmMTQ0XkEyXkFqcGdeQXVyMTMxMTIwMTE0._V1_QL75_UX140_CR0,1,140,207_.jpg)
Wall Street analysts lowered their growth forecasts for Netflix’s third-quarter earnings and slashed price targets for the streaming company’s stock as they await further clarity on the company’s growth strategy.
The changes for Netflix, which will report after the bell on Wednesday, come as analysts surveyed by Zacks Investment Research are expecting the company to report earnings of $3.47 per share on revenue of $8.54 billion for the quarter.
The streamer, which unlike its legacy media competitors is profitable, has shifted its focus to an ad-supported tier and a crackdown on password sharing for an estimated 100 million households globally as it looks to accelerate revenue growth, expand its margins and continue to grow positive free cash flow.
Netflix co-ceo Ted Sarandos acknowledged during Bloomberg’s Screentime conference on Thursday that the company’s ad tier is still in its infancy and “definitely not at the scale that we want it to be at yet.
The changes for Netflix, which will report after the bell on Wednesday, come as analysts surveyed by Zacks Investment Research are expecting the company to report earnings of $3.47 per share on revenue of $8.54 billion for the quarter.
The streamer, which unlike its legacy media competitors is profitable, has shifted its focus to an ad-supported tier and a crackdown on password sharing for an estimated 100 million households globally as it looks to accelerate revenue growth, expand its margins and continue to grow positive free cash flow.
Netflix co-ceo Ted Sarandos acknowledged during Bloomberg’s Screentime conference on Thursday that the company’s ad tier is still in its infancy and “definitely not at the scale that we want it to be at yet.
- 10/17/2023
- by Lucas Manfredi
- The Wrap
![Image](https://m.media-amazon.com/images/M/MV5BMWUzZGM5Y2EtMDMzYi00OTg2LWEwNzUtYzc4ZjYzZjFkODM0XkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UY281_CR31,0,500,281_.jpg)
What, you thought Netflix was going to stay out of this whole streaming price-hike trend? In this economy?
According to a new report by the Wall Street Journal, the streaming leader is waiting out the ongoing SAG-AFTRA strike before it increases the monthly rate for its ad-free users, which is most of us. Currently, Netflix’s most-popular (and least expensive) commercial-free plan (“Standard”) costs $15.49 per month. There’s also a higher-level tier (“Premium”) for $19.99/month.
While we do not yet know when the actors guild and the studios will agree on a new contract, the feeling and/or hope is it won’t be much longer now. After a nearly five-month writers strike finally came to terms with a tentative deal on September 24 (the WGA strike technically ended two days later), SAG-AFTRA met producers at the bargaining table on Monday. They are set to meet again on Wednesday.
According to a new report by the Wall Street Journal, the streaming leader is waiting out the ongoing SAG-AFTRA strike before it increases the monthly rate for its ad-free users, which is most of us. Currently, Netflix’s most-popular (and least expensive) commercial-free plan (“Standard”) costs $15.49 per month. There’s also a higher-level tier (“Premium”) for $19.99/month.
While we do not yet know when the actors guild and the studios will agree on a new contract, the feeling and/or hope is it won’t be much longer now. After a nearly five-month writers strike finally came to terms with a tentative deal on September 24 (the WGA strike technically ended two days later), SAG-AFTRA met producers at the bargaining table on Monday. They are set to meet again on Wednesday.
- 10/3/2023
- by Tony Maglio
- Indiewire
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After spearheading Netflix’s entry into advertising last year, veteran exec Jeremi Gorman has exited the company.
Netflix exec Amy Reinhard has been promoted to president of advertising, replacing Gorman, who had come to the company last year after previous stints at Snap, Amazon and Yahoo.
In addition to the ad shuffle, Eunice Kim has been upped to Chief Product Officer and Elizabeth Stone to Chief Technology Officer. Stone joined the company in 2020 to lead data and insights, while Kim came aboard in 2021 after holding exec posts at Google and YouTube.
Netflix, which staged a virtual upfronts pitch last May, said at that time that its ad tier had reached 5 million subscribers globally. While that represents barely 2% of the company’s overall subscriber base of 238 million, it is a key strategic pillar as the streaming giant also implements paid password sharing as opposed to letting customers share passwords for free.
Netflix exec Amy Reinhard has been promoted to president of advertising, replacing Gorman, who had come to the company last year after previous stints at Snap, Amazon and Yahoo.
In addition to the ad shuffle, Eunice Kim has been upped to Chief Product Officer and Elizabeth Stone to Chief Technology Officer. Stone joined the company in 2020 to lead data and insights, while Kim came aboard in 2021 after holding exec posts at Google and YouTube.
Netflix, which staged a virtual upfronts pitch last May, said at that time that its ad tier had reached 5 million subscribers globally. While that represents barely 2% of the company’s overall subscriber base of 238 million, it is a key strategic pillar as the streaming giant also implements paid password sharing as opposed to letting customers share passwords for free.
- 10/3/2023
- by Dade Hayes
- Deadline Film + TV
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After just more than a year at Netflix booting up the streamer’s ad business, Jeremi Gorman is leaving the company. Amy Reinhard, previously VP of studio operations, will succeed Gorman as president of advertising.
The change comes as Netflix announced two other notable C-suite appointments Tuesday, promoting Eunice Kim to chief product officer and Elizabeth Stone to Cto.
“I want to thank Jeremi for building our ads business from scratch. In just one year, she’s built the foundations we need to succeed — attracting world-class brands to Netflix and an incredible team,” Greg Peters, co-ceo of Netflix, said in a statement.
Gorman started at Netflix in September 2022, after almost four years as Snap’s chief business officer. She was tasked with building on the company’s work to launch its first ad-supported service as quickly as possible — and Netflix Basic With Ads launched in the U.S. (at $6.99/month) and 11 other countries in November.
The change comes as Netflix announced two other notable C-suite appointments Tuesday, promoting Eunice Kim to chief product officer and Elizabeth Stone to Cto.
“I want to thank Jeremi for building our ads business from scratch. In just one year, she’s built the foundations we need to succeed — attracting world-class brands to Netflix and an incredible team,” Greg Peters, co-ceo of Netflix, said in a statement.
Gorman started at Netflix in September 2022, after almost four years as Snap’s chief business officer. She was tasked with building on the company’s work to launch its first ad-supported service as quickly as possible — and Netflix Basic With Ads launched in the U.S. (at $6.99/month) and 11 other countries in November.
- 10/3/2023
- by Todd Spangler
- Variety Film + TV
![Amy Reinhard](https://m.media-amazon.com/images/M/MV5BODU3NzU3YTQtNmNjZi00ZTU2LTgyZjItZGM2MDU1NDk1OTcxXkEyXkFqcGdeQXVyMTMxMTIwMTE0._V1_QL75_UX500_CR0,26,500,281_.jpg)
Netflix has promoted longtime executive Amy Reinhard as the company’s new president of advertising, replacing current ad president Jeremi Gorman.
“In her nearly seven years at Netflix, Amy has proven to be an exceptionally strong leader with a deep understanding of the entertainment business and consumer tastes, as well as the ability to build lasting partnerships across the industry,” co-ceo Greg Peters said in a statement. “These skills, in particular her strength in TV and film, are critical for the success of our ads business.”
Reinhard joined Netflix in 2016 as the vice president of content acquisition. In that role, she led led global studio licensing for films and television series as well as local language acquisitions from Latin America, Europe, Africa, the Middle East and India. In 2020, she was named vice president of studio operations, where she has overseen physical production, production facilities management, consumer products and creative services,...
“In her nearly seven years at Netflix, Amy has proven to be an exceptionally strong leader with a deep understanding of the entertainment business and consumer tastes, as well as the ability to build lasting partnerships across the industry,” co-ceo Greg Peters said in a statement. “These skills, in particular her strength in TV and film, are critical for the success of our ads business.”
Reinhard joined Netflix in 2016 as the vice president of content acquisition. In that role, she led led global studio licensing for films and television series as well as local language acquisitions from Latin America, Europe, Africa, the Middle East and India. In 2020, she was named vice president of studio operations, where she has overseen physical production, production facilities management, consumer products and creative services,...
- 10/3/2023
- by Lucas Manfredi
- The Wrap
![Image](https://m.media-amazon.com/images/M/MV5BMGUwNTFlZjEtNGY4ZC00NTI2LWE0MWYtMzZiMDdkZTVhZWY0XkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX140_CR0,0,140,140_.jpg)
![Image](https://m.media-amazon.com/images/M/MV5BMGUwNTFlZjEtNGY4ZC00NTI2LWE0MWYtMzZiMDdkZTVhZWY0XkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX140_CR0,0,140,140_.jpg)
Netflix is making changes to its C-Suite, naming new executives to oversee its nascent advertising business, as well as its technology and product divisions.
For starters, Netflix says that Jeremi Gorman will be departing as its head of ad sales, after about a year leading its ads business. Amy Reinhard, a seven-year veteran of the company (most recently working as vp studio operations), will become president of advertising.
“In her nearly seven years at Netflix, Amy has proven to be an exceptionally strong leader — with a deep understanding of the entertainment business and consumer tastes as well as the ability to build lasting partnerships across the industry. These skills, in particular her strength in TV and film, are critical for the success of our ads business,” Netflix co-ceo Greg Peters said in a statement. “I want to thank Jeremi for building our ads business from scratch. In just one year,...
For starters, Netflix says that Jeremi Gorman will be departing as its head of ad sales, after about a year leading its ads business. Amy Reinhard, a seven-year veteran of the company (most recently working as vp studio operations), will become president of advertising.
“In her nearly seven years at Netflix, Amy has proven to be an exceptionally strong leader — with a deep understanding of the entertainment business and consumer tastes as well as the ability to build lasting partnerships across the industry. These skills, in particular her strength in TV and film, are critical for the success of our ads business,” Netflix co-ceo Greg Peters said in a statement. “I want to thank Jeremi for building our ads business from scratch. In just one year,...
- 10/3/2023
- by Alex Weprin
- The Hollywood Reporter - Movie News
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Netflix’s password sharing crackdown seems to be working.
The streamer rolled out its paid sharing feature, which deters users living outside of a household from sharing a Netflix account, in the U.S. on May 23. For the six-day period from May 23 to May 28, Netflix averaged 73,000 daily sign-ups, with both May 26 and May 27 bringing in nearly 100,000 new sign-ups, according to the analytics firm Antenna.
May 25 to May 28 represented the four single largest days for U.S. user acquisition since early 2019, when Antenna began tracking sign-ups for the streaming service. The May spike in sign-ups also surpassed those seen during March and April in 2020, when users signed up for Netflix in droves during the early months of Covid lockdowns.
As expected, the streamer did see an increase in cancellations during the six-day period, though Antenna noted that sign-ups eclipsed cancellations. The analytics firm declined to share the exact number of cancellations found in its research.
The streamer rolled out its paid sharing feature, which deters users living outside of a household from sharing a Netflix account, in the U.S. on May 23. For the six-day period from May 23 to May 28, Netflix averaged 73,000 daily sign-ups, with both May 26 and May 27 bringing in nearly 100,000 new sign-ups, according to the analytics firm Antenna.
May 25 to May 28 represented the four single largest days for U.S. user acquisition since early 2019, when Antenna began tracking sign-ups for the streaming service. The May spike in sign-ups also surpassed those seen during March and April in 2020, when users signed up for Netflix in droves during the early months of Covid lockdowns.
As expected, the streamer did see an increase in cancellations during the six-day period, though Antenna noted that sign-ups eclipsed cancellations. The analytics firm declined to share the exact number of cancellations found in its research.
- 6/9/2023
- by J. Clara Chan
- The Hollywood Reporter - Movie News
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Netflix’s first-ever upfront got bullied a bit by the writers guild and canceled its in-person plans. During the revamped presentation — a pre-recorded livestream — it proved that Netflix isn’t above picking on someone (almost) its own size.
As part of his opening remarks, new-ish Netflix co-ceo Greg Peters pointed out that “despite all the competition out there, Netflix is the most popular streaming service today.” He added: “To be the one to watch, you need everyone watching. And that’s what sets Netflix apart.”
We see what you did there. Peters was not wrong, but more importantly “the one to watch” is the tagline for Warner Bros. Discovery’s new streaming service combining HBO Max and Discovery+. It was a phrase we heard a few times this morning at Wbd’s own upfront, which was in person (but had its own problems).
“The one to watch” was first shoved...
As part of his opening remarks, new-ish Netflix co-ceo Greg Peters pointed out that “despite all the competition out there, Netflix is the most popular streaming service today.” He added: “To be the one to watch, you need everyone watching. And that’s what sets Netflix apart.”
We see what you did there. Peters was not wrong, but more importantly “the one to watch” is the tagline for Warner Bros. Discovery’s new streaming service combining HBO Max and Discovery+. It was a phrase we heard a few times this morning at Wbd’s own upfront, which was in person (but had its own problems).
“The one to watch” was first shoved...
- 5/17/2023
- by Tony Maglio and Brian Welk
- Indiewire
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Six months after the landmark debut of its ad-supported subscription tier, Netflix said the plan has hit 5 million monthly active users globally.
The number, along with other stats, insights and product and programming announcements, were revealed during the company’s upfronts presentation to advertisers. The LA-shot, pre-recorded event was conducted virtually in part due to concerns about the WGA strike and uncertainties about talent. Co-CEO Greg Peters opened by acknowledging that the remote setup was a shift from a previously planned in-person gathering at the Paris Theatre in New York, though he did not mention the labor strife. “This is not exactly as we originally planned it,” he said, “but we live in a dynamic world and we have definitely found that being able to adjust to a new reality is very useful.”
The Mau figure differs from paid subscribers and can be calculated differently by different companies based on...
The number, along with other stats, insights and product and programming announcements, were revealed during the company’s upfronts presentation to advertisers. The LA-shot, pre-recorded event was conducted virtually in part due to concerns about the WGA strike and uncertainties about talent. Co-CEO Greg Peters opened by acknowledging that the remote setup was a shift from a previously planned in-person gathering at the Paris Theatre in New York, though he did not mention the labor strife. “This is not exactly as we originally planned it,” he said, “but we live in a dynamic world and we have definitely found that being able to adjust to a new reality is very useful.”
The Mau figure differs from paid subscribers and can be calculated differently by different companies based on...
- 5/17/2023
- by Dade Hayes
- Deadline Film + TV
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Netflix knows it is in the early innings of the streaming advertising game, but it wants the ad world to know it isn’t a niche player.
During its virtual upfront presentation Wednesday afternoon, Netflix president of worldwide advertising Jeremi Gorman said that the nascent advertising tier of the service has nearly five million global monthly active users, with a median age of 34, six months after launch. The company says the ads member base has “more than doubled” since early this year. (Overall, Netflix’s global subscribers total is 232.5 million.)
Netflix has been mum on how many subscribers the ad tier has (previous reports have pegged it at about 1 million), but the monthly active users metric is a step in that direction.
And co-ceo Greg Peters noted that more than a quarter of signups in countries where the ad plan is available choose it, with levels of engagement similar to those of its ad-free tiers.
During its virtual upfront presentation Wednesday afternoon, Netflix president of worldwide advertising Jeremi Gorman said that the nascent advertising tier of the service has nearly five million global monthly active users, with a median age of 34, six months after launch. The company says the ads member base has “more than doubled” since early this year. (Overall, Netflix’s global subscribers total is 232.5 million.)
Netflix has been mum on how many subscribers the ad tier has (previous reports have pegged it at about 1 million), but the monthly active users metric is a step in that direction.
And co-ceo Greg Peters noted that more than a quarter of signups in countries where the ad plan is available choose it, with levels of engagement similar to those of its ad-free tiers.
- 5/17/2023
- by Alex Weprin
- The Hollywood Reporter - Movie News
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CBS is out; Netflix is in.
Nothing encapsulates the tumult in television these days more than the fact that CBS, one of the pillars of network television, has decided not to attend the industry’s traditional upfront week — when media giants make glitzy programming presentations to prospective advertisers — while Netflix will make its debut.
A year ago, when Netflix announced it would launch a subscriber tier supported by advertising, it was a seismic event in the history of the industry’s leading streamer. But so far, there’s been no quaking on Madison Avenue.
Five executives familiar with recent negotiations between advertisers and media companies say the Netflix offering is not likely to play a significant role in the industry’s next upfront market, when media companies try to sell the bulk of their commercial inventory for the coming season. Netflix’s ad-supported tier, which debuted in the U.S.
Nothing encapsulates the tumult in television these days more than the fact that CBS, one of the pillars of network television, has decided not to attend the industry’s traditional upfront week — when media giants make glitzy programming presentations to prospective advertisers — while Netflix will make its debut.
A year ago, when Netflix announced it would launch a subscriber tier supported by advertising, it was a seismic event in the history of the industry’s leading streamer. But so far, there’s been no quaking on Madison Avenue.
Five executives familiar with recent negotiations between advertisers and media companies say the Netflix offering is not likely to play a significant role in the industry’s next upfront market, when media companies try to sell the bulk of their commercial inventory for the coming season. Netflix’s ad-supported tier, which debuted in the U.S.
- 5/17/2023
- by Brian Steinberg
- Variety Film + TV
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Amid an advertising downturn, media planners will be making their more selective bets after attending the Interactive Advertising Bureau’s Newfronts this year, set for May 1-4 in New York. As executives ready their pitches, here are a few key questions for the main presenters.
Amazon
It’s already an advertising powerhouse, quietly generating more than $37 billion in ad revenue last year. But most of that ad revenue was tied to its retail business, where sellers are fighting to get in front of consumers. The Newfronts are more focused on video, where Amazon’s live sports properties and Freevee free streaming service are expected to have top billing. Thursday Night Football has quickly become the most popular live-streamed programming available, and the company is betting that its video ad business has room to expand. And there’s Twitch and the Fire TV platform, which also are expected to play a part in the pitch.
Amazon
It’s already an advertising powerhouse, quietly generating more than $37 billion in ad revenue last year. But most of that ad revenue was tied to its retail business, where sellers are fighting to get in front of consumers. The Newfronts are more focused on video, where Amazon’s live sports properties and Freevee free streaming service are expected to have top billing. Thursday Night Football has quickly become the most popular live-streamed programming available, and the company is betting that its video ad business has room to expand. And there’s Twitch and the Fire TV platform, which also are expected to play a part in the pitch.
- 4/28/2023
- by Alex Weprin, Caitlin Huston and J. Clara Chan
- The Hollywood Reporter - Movie News
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Snap has hired a top advertising executive from Microsoft to oversee its ad sales across the U.S., Canada and Latin America.
Rob Wilk was most recently the corporate vp for Microsoft Advertising, where he oversaw a team of nearly 2,000 employees and a division where annual revenue crossed $10 billion. Prior to his eight-year career at Microsoft, Wilk held advertising roles at Foursquare and Yahoo.
At Snap, Wilk will lead ad sales for the Americas in the newly created role of president of Americas. Based in New York, Wilk will report up to Snap COO Jerry Hunter.
“Rob came to us through an extensive search across the industry for many months, and we could not be more thrilled to welcome him to Snap,” Hunter said in a memo to staff. “We were impressed not only with Rob’s hands-on experience building a large and growing advertising business, but also his approach...
Rob Wilk was most recently the corporate vp for Microsoft Advertising, where he oversaw a team of nearly 2,000 employees and a division where annual revenue crossed $10 billion. Prior to his eight-year career at Microsoft, Wilk held advertising roles at Foursquare and Yahoo.
At Snap, Wilk will lead ad sales for the Americas in the newly created role of president of Americas. Based in New York, Wilk will report up to Snap COO Jerry Hunter.
“Rob came to us through an extensive search across the industry for many months, and we could not be more thrilled to welcome him to Snap,” Hunter said in a memo to staff. “We were impressed not only with Rob’s hands-on experience building a large and growing advertising business, but also his approach...
- 3/27/2023
- by J. Clara Chan
- The Hollywood Reporter - Movie News
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SXSW has unveiled William Shatner, Jen Psaki and Tilda Swinton as among the latest additions to the speaker lineup for the upcoming conference and festival in Austin, Texas. The 37th annual edition of SXSW will celebrate the convergence of film, television, music and technology from March 10-19.
Other notables joining the lineup include Chef José Andrés, Priyanka Chopra Jonas, Kristen Bell, Dax Shepard, Chelsea Manning and New Order band members Bernard Sumner, Stephen Morris and Gillian Gilbert.
Hugh Forrest, SXSW’s chief programming officer and co-president said, “Today’s speaker announcement is a fantastic milestone for the 2023 event and spotlights four additional Keynotes and numerous Featured Speakers, including influential icons and up and coming innovators.” Forrest added, “We are extremely proud to have assembled a diverse, comprehensive conference program for SXSW, and we can’t wait to share it with our community in March.”
See the full list of newly...
Other notables joining the lineup include Chef José Andrés, Priyanka Chopra Jonas, Kristen Bell, Dax Shepard, Chelsea Manning and New Order band members Bernard Sumner, Stephen Morris and Gillian Gilbert.
Hugh Forrest, SXSW’s chief programming officer and co-president said, “Today’s speaker announcement is a fantastic milestone for the 2023 event and spotlights four additional Keynotes and numerous Featured Speakers, including influential icons and up and coming innovators.” Forrest added, “We are extremely proud to have assembled a diverse, comprehensive conference program for SXSW, and we can’t wait to share it with our community in March.”
See the full list of newly...
- 2/14/2023
- by Charna Flam
- Variety Film + TV
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Priyanka Chopra Jonas, Tilda Swinton and chef José Andrés are among the next round of keynote speakers announced for South by Southwest 2023.
Event organizers announced Tuesday the next round of keynote speakers, featured speakers and keynote sessions confirmed for SXSW, which celebrates the convergence of technology, film, television, and music.
Members of the Rock and Roll Hall of Fame-nominated rock band New Order, Bernard Sumner, Stephen Morris, and Gillian Gilbert, as well as Grammy-nominated singer-songwriter and producer Margo Price join Chopra Jonas and Swinton as keynotes. Additional featured speakers will include Kristen Bell, Dax Shepard, Chelsea Handler, William Shatner, Chelsea Manning and more.
Previously announced Keynote speakers include Patagonia CEO Ryan Gellert in conversation with Katie Couric.
Set as featured speakers for the 37th edition of the annual conference are Chair and CEO of General Motors Mary Barra; CEO, Cto, President, and co-founder of Cruise and co-founder of Twitch Kyle Vogt...
Event organizers announced Tuesday the next round of keynote speakers, featured speakers and keynote sessions confirmed for SXSW, which celebrates the convergence of technology, film, television, and music.
Members of the Rock and Roll Hall of Fame-nominated rock band New Order, Bernard Sumner, Stephen Morris, and Gillian Gilbert, as well as Grammy-nominated singer-songwriter and producer Margo Price join Chopra Jonas and Swinton as keynotes. Additional featured speakers will include Kristen Bell, Dax Shepard, Chelsea Handler, William Shatner, Chelsea Manning and more.
Previously announced Keynote speakers include Patagonia CEO Ryan Gellert in conversation with Katie Couric.
Set as featured speakers for the 37th edition of the annual conference are Chair and CEO of General Motors Mary Barra; CEO, Cto, President, and co-founder of Cruise and co-founder of Twitch Kyle Vogt...
- 2/14/2023
- by Lexy Perez
- The Hollywood Reporter - Movie News
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Snap Inc. brought in 1.3 billion revenue and reported net losses amounting to 288 million to close out 2022 as it prepares for a worsening economy impacting its business.
“We continue to face significant headwinds as we look to accelerate revenue growth, and we are making progress driving improved return on investment for advertisers and innovating to deepen the engagement of our community,” Snap CEO Evan Spiegel, who described 2022 as a “challenging” year, said in announcing the results.
The fourth-quarter revenue results were essentially flat year over year, while the Q4 losses are a marked decline from the previous year, when Snap reported its first-ever quarterly profit of 22.5 million since going public in 2017. Daily active users grew 17 percent year-over-year to 375 million during the quarter, with grow taking place across North America, Europe and what Snap classifies as the rest of the world. The company also said users’ total time spent watching content on Spotlight,...
“We continue to face significant headwinds as we look to accelerate revenue growth, and we are making progress driving improved return on investment for advertisers and innovating to deepen the engagement of our community,” Snap CEO Evan Spiegel, who described 2022 as a “challenging” year, said in announcing the results.
The fourth-quarter revenue results were essentially flat year over year, while the Q4 losses are a marked decline from the previous year, when Snap reported its first-ever quarterly profit of 22.5 million since going public in 2017. Daily active users grew 17 percent year-over-year to 375 million during the quarter, with grow taking place across North America, Europe and what Snap classifies as the rest of the world. The company also said users’ total time spent watching content on Spotlight,...
- 1/31/2023
- by J. Clara Chan
- The Hollywood Reporter - Movie News
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Netflix, reporting subscriber numbers for the first time since launching an ad-supported subscription tier, brought in 7.66 million subscribers during the fourth quarter of 2022, outperforming its forecasts for the holiday season.
The streaming giant, which now has a total of 230.75 million global subscribers, had previously warned Wall Street it would add around 4.5 million subscribers for the quarter, making it the company’s weakest fourth quarter since 2014. The forecasts led Netflix stock to drop in after-hours trading ahead of Thursday’s earnings report, though the stock is up nearly 10 percent year to date.
Revenue hit 7.85 million for the fourth quarter and is forecasted to grow to 8.17 million for the first quarter of this year. In the United States and Canada, Netflix added 910,000 subscribers, while its biggest growth region for the quarter, as far as subscribers, was Europe, the Middle East and Africa with 3.2 million sub additions.
“2022 was a tough year, with a...
The streaming giant, which now has a total of 230.75 million global subscribers, had previously warned Wall Street it would add around 4.5 million subscribers for the quarter, making it the company’s weakest fourth quarter since 2014. The forecasts led Netflix stock to drop in after-hours trading ahead of Thursday’s earnings report, though the stock is up nearly 10 percent year to date.
Revenue hit 7.85 million for the fourth quarter and is forecasted to grow to 8.17 million for the first quarter of this year. In the United States and Canada, Netflix added 910,000 subscribers, while its biggest growth region for the quarter, as far as subscribers, was Europe, the Middle East and Africa with 3.2 million sub additions.
“2022 was a tough year, with a...
- 1/19/2023
- by J. Clara Chan
- The Hollywood Reporter - Movie News
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Netflix’s new cheaper, ad-supported plan may have given the streaming giant the subscriber-acquisition lift it was hoping for.
Netflix reports fourth quarter 2022 earnings results after the market closes Thursday, and one of the key areas of focus for investors will be the performance of the ad-supported tier (6.99/month in the U.S.), which debuted in early November in 12 markets.
Prior reports suggested Netflix’s Basic With Ads package was off to a slow start. But new data indicates the launch was a success: Netflix saw its highest daily subscription sign-up rate in the U.S. since the start of the pandemic in April 2020 with the intro of its ad-supported plan on Nov. 3, according to a study released Thursday by research firm Ampere Analysis. Specifically, the streamer’s average daily sign-up volumes increased 58 from Nov. 3-5 compared with the three days prior to the launch, per the researcher.
Since the launch of the ad-supported service,...
Netflix reports fourth quarter 2022 earnings results after the market closes Thursday, and one of the key areas of focus for investors will be the performance of the ad-supported tier (6.99/month in the U.S.), which debuted in early November in 12 markets.
Prior reports suggested Netflix’s Basic With Ads package was off to a slow start. But new data indicates the launch was a success: Netflix saw its highest daily subscription sign-up rate in the U.S. since the start of the pandemic in April 2020 with the intro of its ad-supported plan on Nov. 3, according to a study released Thursday by research firm Ampere Analysis. Specifically, the streamer’s average daily sign-up volumes increased 58 from Nov. 3-5 compared with the three days prior to the launch, per the researcher.
Since the launch of the ad-supported service,...
- 1/19/2023
- by Todd Spangler
- Variety Film + TV
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May 17 is shaping up to be an important day in Netflix history. That will likely be the date for the streamer’s first-ever presentation during upfronts week.
The annual upfronts are usually held during May in New York City, where top broadcasters, publishers, and networks get the opportunity to tell agency buyers why their programming is worthy of significant spending. Before this year, Netflix never bothered with the upfronts. But with the streamer’s Basic With Ads tier launching in November, it now has ample inventory to sell to ad industry bigwigs.
Netflix confirmed to Adweek that it plans to make an upfronts pitch in 2023. The event is tentatively set for 5 Pm on the 17th, with schmoozing to follow.
It is important for Netflix to make a good impression with agencies and brands during its mid-May soirée. It’s not only the company’s first upfronts pitch, but also an...
The annual upfronts are usually held during May in New York City, where top broadcasters, publishers, and networks get the opportunity to tell agency buyers why their programming is worthy of significant spending. Before this year, Netflix never bothered with the upfronts. But with the streamer’s Basic With Ads tier launching in November, it now has ample inventory to sell to ad industry bigwigs.
Netflix confirmed to Adweek that it plans to make an upfronts pitch in 2023. The event is tentatively set for 5 Pm on the 17th, with schmoozing to follow.
It is important for Netflix to make a good impression with agencies and brands during its mid-May soirée. It’s not only the company’s first upfronts pitch, but also an...
- 1/13/2023
- by Sam Gutelle
- Tubefilter.com
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Netflix, which launched its ad-supported subscription tier in November after years of resisting ads, will host its first Upfronts presentation May 17 at the Paris Theater in New York, a Netflix spokesperson confirmed to The Hollywood Reporter.
The streamer will host a presentation at 5 p.m Et followed by an event on the Wednesday of Upfronts week, the time slot when Paramount Global has typically hosted its presentation to advertisers at Carnegie Hall. (The company is instead opting for “a series of high-impact, intimate gatherings in April for each of our major agency partners and their clients,” Paramount’s president of advertising, John Halley, said last December.)
Netflix, whose ads team is led by former Snap chief business officer Jeremi Gorman, will follow YouTube as one of the newest companies to join Upfronts week. Last year, the Google-owned video giant hosted its first presentation during Upfronts — a week usually dominated...
The streamer will host a presentation at 5 p.m Et followed by an event on the Wednesday of Upfronts week, the time slot when Paramount Global has typically hosted its presentation to advertisers at Carnegie Hall. (The company is instead opting for “a series of high-impact, intimate gatherings in April for each of our major agency partners and their clients,” Paramount’s president of advertising, John Halley, said last December.)
Netflix, whose ads team is led by former Snap chief business officer Jeremi Gorman, will follow YouTube as one of the newest companies to join Upfronts week. Last year, the Google-owned video giant hosted its first presentation during Upfronts — a week usually dominated...
- 1/13/2023
- by J. Clara Chan
- The Hollywood Reporter - Movie News
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The newest entrant to TV’s Upfront Week has little to do with traditional TV.
Just as companies like Walt Disney, NBCUniversal and Fox try to tempt Madison Avenue with previews of new programming in hopes of wooing billions in ad cash, so too will Netflix. The streaming giant plans to hold its own upfront presentation in New York’s Paris Theater — which it owns — on May 17. smack dab in the middle of a stretch of days during which TV’s biggest players make pitches of their own.
A Netflix spokeswoman confirmed a report about its upfront intentions in Adweek, but declined to offer granular details about the event. Netflix does so after launching an ad-supported tier last year, teaming up with Microsoft to help it in its cause, and enlisting former Snap executives Jeremi Gorman and Peter Naylor to head up sales efforts. Media companies typically try to sell...
Just as companies like Walt Disney, NBCUniversal and Fox try to tempt Madison Avenue with previews of new programming in hopes of wooing billions in ad cash, so too will Netflix. The streaming giant plans to hold its own upfront presentation in New York’s Paris Theater — which it owns — on May 17. smack dab in the middle of a stretch of days during which TV’s biggest players make pitches of their own.
A Netflix spokeswoman confirmed a report about its upfront intentions in Adweek, but declined to offer granular details about the event. Netflix does so after launching an ad-supported tier last year, teaming up with Microsoft to help it in its cause, and enlisting former Snap executives Jeremi Gorman and Peter Naylor to head up sales efforts. Media companies typically try to sell...
- 1/12/2023
- by Brian Steinberg
- Variety Film + TV
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Netflix is “pleased with the growth that we’re seeing” in its ad-supported tier since its launch nine weeks ago, said Jeremi Gorman, president of worldwide advertising.
Gorman, speaking Friday at Variety’s Entertainment Summit at CES, declined to break out subscriber numbers (Netflix reports fourth-quarter 2022 earnings on Jan. 19). However, she said, “You would be able to see if I was a concerned human — I wear it on my face.”
Gorman, who joined the streamer last year from Snap, where she was chief business officer, said the expectation is for Netflix’s ad tier to be at least revenue neutral — if not positive. About the risk of cannibalizing Netflix’s subscribers who pay for no ads, Gorman said, “The whole goal of it is customer choice… Historically with Netflix, people stay on the plan they originally subscribed to.”
Netflix Basic With Ads launched in the U.S. on Nov. 3 at $6.99 per month.
Gorman, speaking Friday at Variety’s Entertainment Summit at CES, declined to break out subscriber numbers (Netflix reports fourth-quarter 2022 earnings on Jan. 19). However, she said, “You would be able to see if I was a concerned human — I wear it on my face.”
Gorman, who joined the streamer last year from Snap, where she was chief business officer, said the expectation is for Netflix’s ad tier to be at least revenue neutral — if not positive. About the risk of cannibalizing Netflix’s subscribers who pay for no ads, Gorman said, “The whole goal of it is customer choice… Historically with Netflix, people stay on the plan they originally subscribed to.”
Netflix Basic With Ads launched in the U.S. on Nov. 3 at $6.99 per month.
- 1/6/2023
- by Todd Spangler
- Variety Film + TV
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Shares of Netflix took a hit Thursday, after a report that the company’s new advertising tier has not hit its viewership targets.
The stock closed Thursday at 290.41, after dropping about 9 percent throughout the day.
A Digiday report said that Netflix had allowed advertisers to take back money for ads that had not yet run. The Thursday report cites some instances in which Netflix had only delivered about 80 percent of the expected audience to advertisers.
The company’s new ad tier launched in the U.S. on Nov. 3, offering consumers a lower price point of 6.99 as compared to the ad-free tier. The ad-tier can’t currently offer all Netflix titles, due to licensing restrictions, which leaves out about 5 to 10 percent of titles, the company said in October.
In October, Netflix said it expected four to five minutes of ads to play per hour.
Shares of Netflix took a hit Thursday, after a report that the company’s new advertising tier has not hit its viewership targets.
The stock closed Thursday at 290.41, after dropping about 9 percent throughout the day.
A Digiday report said that Netflix had allowed advertisers to take back money for ads that had not yet run. The Thursday report cites some instances in which Netflix had only delivered about 80 percent of the expected audience to advertisers.
The company’s new ad tier launched in the U.S. on Nov. 3, offering consumers a lower price point of 6.99 as compared to the ad-free tier. The ad-tier can’t currently offer all Netflix titles, due to licensing restrictions, which leaves out about 5 to 10 percent of titles, the company said in October.
In October, Netflix said it expected four to five minutes of ads to play per hour.
- 12/15/2022
- by Caitlin Huston
- The Hollywood Reporter - Movie News
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Netflix stock (Nflx) is down more than 7 percent and trading below 300 for the first time this month following a DigiDay report that exposed holes in its advertising platform. The streaming giant is “falling short of ad-supported viewership guarantees,” the publication wrote. In some cases, the shortfall is as much as 20 percent.
According to DigiDay, Netflix is returning funds to advertisers. “They can’t deliver. They don’t have enough inventory to deliver. So they’re literally giving the money back,” one agency executive told the publication.
A Netflix spokesperson did not immediately respond to IndieWire’s request for comment on this story.
Netflix’s initial ad deals were pay-on-delivery, which means if they don’t deliver the eyeballs, the advertiser doesn’t pay. Traditional television usually offers a make-good at a future date, but neither is a perfect system. It should be noted that, as DigiDay pointed out, Netflix began...
According to DigiDay, Netflix is returning funds to advertisers. “They can’t deliver. They don’t have enough inventory to deliver. So they’re literally giving the money back,” one agency executive told the publication.
A Netflix spokesperson did not immediately respond to IndieWire’s request for comment on this story.
Netflix’s initial ad deals were pay-on-delivery, which means if they don’t deliver the eyeballs, the advertiser doesn’t pay. Traditional television usually offers a make-good at a future date, but neither is a perfect system. It should be noted that, as DigiDay pointed out, Netflix began...
- 12/15/2022
- by Tony Maglio
- Indiewire
![Image](https://m.media-amazon.com/images/M/MV5BZDc0YzUwMTQtMjVlMC00ODZjLThlNWItYTlhZmU2NTkzNjk0XkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UY281_CR18,0,500,281_.jpg)
The Netflix Ad Tier launch is upon us, ladies, gentlemen, and all your beautiful people looking to save a few bucks on your monthly subscription addiction. If you’re anything like me, you support too many monthly services, and your bank account desperately needs a break. One way to reduce your monthly expenses is by changing your Netflix subscription to the new Basic With Ads model. The new advertising-backed subscription tier launches today in eight countries, including the U.S., U.K., Australia, Japan, Brazil, France, Germany, Italy, and South Korea.
The new Netflix Ad Tier costs 6.99 in the U.S., with pricing varying by region. Netflix‘s chief operating officer and product chief Greg Peters, says Basic With Ads is “a pro-consumer model” designed to generate “a lot more members.”
After years of enjoying ad-free content on Netflix, long-time subscribers will likely scoff at the Basic With Ads tier.
The new Netflix Ad Tier costs 6.99 in the U.S., with pricing varying by region. Netflix‘s chief operating officer and product chief Greg Peters, says Basic With Ads is “a pro-consumer model” designed to generate “a lot more members.”
After years of enjoying ad-free content on Netflix, long-time subscribers will likely scoff at the Basic With Ads tier.
- 11/3/2022
- by Steve Seigh
- JoBlo.com
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Today brings a major milestone in the streaming business, as Netflix introduces its new advertising-backed subscription tier in eight countries.
At 9 a.m. Pt, the Basic With Ads plan will go live in the U.S., UK, Australia, Japan, Brazil, France, Germany, Italy and South Korea. It has already lit up in Canada and Mexico, and Spain will follow on November 10. Pricing varies by region, but at 6.99 a month in the U.S. the plan is toward the low end of the streaming spectrum, a dollar cheaper than Disney’s forthcoming tier with ads and less than half of the most popular option, which costs 15.49.
The executive leading the charge for Basic with Ads, chief operating officer and product chief Greg Peters, calls the new tier “a pro-consumer model” that will bring in “a lot more members,” though no projections have been offered. Netflix last month reported reaching about 223 million...
At 9 a.m. Pt, the Basic With Ads plan will go live in the U.S., UK, Australia, Japan, Brazil, France, Germany, Italy and South Korea. It has already lit up in Canada and Mexico, and Spain will follow on November 10. Pricing varies by region, but at 6.99 a month in the U.S. the plan is toward the low end of the streaming spectrum, a dollar cheaper than Disney’s forthcoming tier with ads and less than half of the most popular option, which costs 15.49.
The executive leading the charge for Basic with Ads, chief operating officer and product chief Greg Peters, calls the new tier “a pro-consumer model” that will bring in “a lot more members,” though no projections have been offered. Netflix last month reported reaching about 223 million...
- 11/3/2022
- by Dade Hayes
- Deadline Film + TV
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Netflix will add five new executives to advertising team as the streamer prepares to launch its ad-supported subscription tier on Nov. 3, a company spokesperson confirmed to The Hollywood Reporter.
Beginning on Nov. 14, the ad team — led by Jeremi Gorman, Netflix’s president of worldwide advertising — will include executives coming from Amazon, YouTube and TikTok, as well as additional poaches from Snap. Julie DeTraglia, most recently the global head of sports strategy and research at Amazon, will serve as vp ads measurement strategy.
At the senior director level, GroupM’s Adam Gerber — who has previously held executive roles at Essence and Disney/ABC Television Group — will join Netflix as senior director for client development. Julie Green, TikTok’s director of global business solutions, will become senior director for vertical sales, while Nicole Sabatini, the director of product marketing for YouTube’s ads marketing division,...
Netflix will add five new executives to advertising team as the streamer prepares to launch its ad-supported subscription tier on Nov. 3, a company spokesperson confirmed to The Hollywood Reporter.
Beginning on Nov. 14, the ad team — led by Jeremi Gorman, Netflix’s president of worldwide advertising — will include executives coming from Amazon, YouTube and TikTok, as well as additional poaches from Snap. Julie DeTraglia, most recently the global head of sports strategy and research at Amazon, will serve as vp ads measurement strategy.
At the senior director level, GroupM’s Adam Gerber — who has previously held executive roles at Essence and Disney/ABC Television Group — will join Netflix as senior director for client development. Julie Green, TikTok’s director of global business solutions, will become senior director for vertical sales, while Nicole Sabatini, the director of product marketing for YouTube’s ads marketing division,...
- 11/2/2022
- by J. Clara Chan
- The Hollywood Reporter - Movie News
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Snapchat parent Snap kicked off earnings season for social media and tech companies today on a sour note with solid user numbers but lower than expected revenue and a dim outlook for the fourth-quarter where sales are expected to be flat. That forecast spooked the Street with Snap down over 25 in late trading.
Snap is seen as a bellwether for digital advertising ahead of numbers coming next week from Facebook parent Meta, Google parent Alphabet, Amazon, Twitter and others. Those stocks also lost some ground after-hours but nothing comparable.
Snap’s daily active users, or DAUs, hit 363 million, an increase of 19 from the year before and above the 358+ million anticipated.
Net losses widened to 360 million — including restructuring charges of 155 million — from 72 million in the year-earlier quarter. Revenue up 6 at 1.128 billion was shy of forecasts. The one-time charge was due in large part to layoffs announced in August.
In a letter to shareholders,...
Snap is seen as a bellwether for digital advertising ahead of numbers coming next week from Facebook parent Meta, Google parent Alphabet, Amazon, Twitter and others. Those stocks also lost some ground after-hours but nothing comparable.
Snap’s daily active users, or DAUs, hit 363 million, an increase of 19 from the year before and above the 358+ million anticipated.
Net losses widened to 360 million — including restructuring charges of 155 million — from 72 million in the year-earlier quarter. Revenue up 6 at 1.128 billion was shy of forecasts. The one-time charge was due in large part to layoffs announced in August.
In a letter to shareholders,...
- 10/20/2022
- by Jill Goldsmith
- Deadline Film + TV
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Just over three years ago, Netflix unequivocally shot down the idea that it would ever roll out an ad-supported streaming service.
“When you read speculation that we are moving into selling advertising, be confident that this is false,” the streamer said in its second-quarter 2019 investor letter. “We believe we will have a more valuable business in the long term by staying out of competing for ad revenue and instead entirely focusing on competing for viewer satisfaction.”
Clearly, Netflix’s thinking about advertising has changed. Both Netflix and Disney+ are launching ad-based tiers this fall, seeking to broaden their addressable markets and tap into a new revenue stream as subscriber growth has slowed — in Netflix’s case, it lost 1.2 million in the first half of 2022, compared with a net gain of 5.5 million in the prior-year period.
The move to let “consumers who would like to have a lower price and are...
“When you read speculation that we are moving into selling advertising, be confident that this is false,” the streamer said in its second-quarter 2019 investor letter. “We believe we will have a more valuable business in the long term by staying out of competing for ad revenue and instead entirely focusing on competing for viewer satisfaction.”
Clearly, Netflix’s thinking about advertising has changed. Both Netflix and Disney+ are launching ad-based tiers this fall, seeking to broaden their addressable markets and tap into a new revenue stream as subscriber growth has slowed — in Netflix’s case, it lost 1.2 million in the first half of 2022, compared with a net gain of 5.5 million in the prior-year period.
The move to let “consumers who would like to have a lower price and are...
- 10/19/2022
- by Todd Spangler
- Variety Film + TV
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If Netflix’s business models were structured like the Marvel Cinematic Universe, the company would be about to enter Phase 3. Phase 1, of course, is when the company launched its DVD-by-mail service in 1999, transforming the way DVDs were rented. Phase 2 began in 2007, when it supplemented its DVD subscriptions with a streaming video-on-demand service, ushering in the modern era of streaming entertainment. Phase 3 of the Netflix Revenue Universe (the Nru?) will begin in earnest in November, when the company launches its advertising-supported streaming tier.
Yes, it’s still streaming video, but it’s also an entirely new ballgame. “Obviously, they were a first mover in the streaming landscape overall, but they are a late mover in the advertising space,” says David Cohen, CEO of the trade organization Interactive Advertising Bureau (better known as Iab), which develops industry standards around advertising, and hosts the annual “Newfronts” advertising event.
If Netflix’s business models were structured like the Marvel Cinematic Universe, the company would be about to enter Phase 3. Phase 1, of course, is when the company launched its DVD-by-mail service in 1999, transforming the way DVDs were rented. Phase 2 began in 2007, when it supplemented its DVD subscriptions with a streaming video-on-demand service, ushering in the modern era of streaming entertainment. Phase 3 of the Netflix Revenue Universe (the Nru?) will begin in earnest in November, when the company launches its advertising-supported streaming tier.
Yes, it’s still streaming video, but it’s also an entirely new ballgame. “Obviously, they were a first mover in the streaming landscape overall, but they are a late mover in the advertising space,” says David Cohen, CEO of the trade organization Interactive Advertising Bureau (better known as Iab), which develops industry standards around advertising, and hosts the annual “Newfronts” advertising event.
- 10/19/2022
- by Alex Weprin
- The Hollywood Reporter - Movie News
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Netflix added 2.4 million subscribers during the third quarter, marking a major turnaround for the streaming giant that has been plagued by declining growth during the past year.
The streamer now has just over 223 million subscribers and is projecting to add another 4.5 million subscribers during the fourth quarter. In the U.S. and Canada, Netflix saw a modest gain of 100,000 subscribers, while the Asia Pacific region contributed 1.4 million paying subscribers. Latin America brought in 310,000 subs, and the Emea region drove 570,000 of Netflix’s quarterly subscriber adds.
Total revenue during Q3 was 7.92 billion, down slightly from the second quarter but representing a 5.9 percent year-over-year increase.
“Thank god we’re done with shrinking quarters,” Netflix co-ceo Reed Hastings said during the company’s earnings interview. “We’re back to the positivity. Obviously, this quarter and the guidance for Q4 are reasonable — not fantastic, but reasonable. We...
Netflix added 2.4 million subscribers during the third quarter, marking a major turnaround for the streaming giant that has been plagued by declining growth during the past year.
The streamer now has just over 223 million subscribers and is projecting to add another 4.5 million subscribers during the fourth quarter. In the U.S. and Canada, Netflix saw a modest gain of 100,000 subscribers, while the Asia Pacific region contributed 1.4 million paying subscribers. Latin America brought in 310,000 subs, and the Emea region drove 570,000 of Netflix’s quarterly subscriber adds.
Total revenue during Q3 was 7.92 billion, down slightly from the second quarter but representing a 5.9 percent year-over-year increase.
“Thank god we’re done with shrinking quarters,” Netflix co-ceo Reed Hastings said during the company’s earnings interview. “We’re back to the positivity. Obviously, this quarter and the guidance for Q4 are reasonable — not fantastic, but reasonable. We...
- 10/18/2022
- by J. Clara Chan
- The Hollywood Reporter - Movie News
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With the November 3 launch of its “Basic with Ads” tier in the U.S., Netflix will officially have four different pricing tiers. That feels like one too many — even if that service is Netflix.
“Basic with Ads” will cost 6.99 per month at launch, 3 (or about 30 percent) less than the company’s existing “Basic” plan, which is ad-free. Simultaneously, the existing “Basic” plan without ads will be upgraded from 480p resolution to 720p, bringing it into high-definition territory; “Basic with Ads,” which will include 4-5 minutes of commercials per hour, will also be in 720p.
Netflix’s “Standard” plan, the 1080p one you probably have, costs 15.49 per month; it allows for simultaneously streaming and/or downloading on two devices. Its “Premium” tier is 19.99; for that price one can watch programming in 4K resolution as well as download to four devices instead of two. A Basic subscriber can stream and download to a single device.
“Basic with Ads” will cost 6.99 per month at launch, 3 (or about 30 percent) less than the company’s existing “Basic” plan, which is ad-free. Simultaneously, the existing “Basic” plan without ads will be upgraded from 480p resolution to 720p, bringing it into high-definition territory; “Basic with Ads,” which will include 4-5 minutes of commercials per hour, will also be in 720p.
Netflix’s “Standard” plan, the 1080p one you probably have, costs 15.49 per month; it allows for simultaneously streaming and/or downloading on two devices. Its “Premium” tier is 19.99; for that price one can watch programming in 4K resolution as well as download to four devices instead of two. A Basic subscriber can stream and download to a single device.
- 10/14/2022
- by Tony Maglio
- Indiewire
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Netflix stock dipped 1 to close the week at 230 a share as debate continued on Wall Street about the financial impact of the company’s embrace of advertising.
Basic with Ads, the new subscription tier with four to five minutes of ads per hour of programming, will debut in early November in the U.S. and 11 other countries, the company announced Thursday. It will be priced at 6.99 Stateside.
Two senior executives, COO Greg Peters and global ad chief Jeremi Gorman, presided over a 40-minute demonstration for the press, an event that was later posted to Netflix’s public newsroom, prompting a wave of reactions from Wall Street analysts. Peters has said Netflix, which will report third-quarter results on Tuesday, expects a “neutral to positive” effect from the cheaper tier, with some current subscribers trading down to the lower plan but significant ad dollars coming in and perhaps some new subscribers joining...
Basic with Ads, the new subscription tier with four to five minutes of ads per hour of programming, will debut in early November in the U.S. and 11 other countries, the company announced Thursday. It will be priced at 6.99 Stateside.
Two senior executives, COO Greg Peters and global ad chief Jeremi Gorman, presided over a 40-minute demonstration for the press, an event that was later posted to Netflix’s public newsroom, prompting a wave of reactions from Wall Street analysts. Peters has said Netflix, which will report third-quarter results on Tuesday, expects a “neutral to positive” effect from the cheaper tier, with some current subscribers trading down to the lower plan but significant ad dollars coming in and perhaps some new subscribers joining...
- 10/14/2022
- by Dade Hayes
- Deadline Film + TV
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Netflix’s ad-supported tier will be missing certain series and movie titles at launch, the company conceded today in announcing details about the rollout.
Greg Peters, the company’s product chief and chief operating officer, described the number of absent titles as “a very small minority of viewing,” estimating it at about 5 to 10 of the total available to ad-free subscribers. That content gap will shrink over time, Peters promised, as negotiations with producers and studios continue.
Asked during a press call about whether missing titles come from any particular source, Peters said it doesn’t break down neatly that way. “It’s all based on deals,” he said, “so it’s not a specific studio. It’s mostly about what the state of the deal was and, again, we’ll work to reduce that number over time.”
Pressed about why Netflix didn’t run the table and get 100 of programming...
Greg Peters, the company’s product chief and chief operating officer, described the number of absent titles as “a very small minority of viewing,” estimating it at about 5 to 10 of the total available to ad-free subscribers. That content gap will shrink over time, Peters promised, as negotiations with producers and studios continue.
Asked during a press call about whether missing titles come from any particular source, Peters said it doesn’t break down neatly that way. “It’s all based on deals,” he said, “so it’s not a specific studio. It’s mostly about what the state of the deal was and, again, we’ll work to reduce that number over time.”
Pressed about why Netflix didn’t run the table and get 100 of programming...
- 10/13/2022
- by Dade Hayes
- Deadline Film + TV
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How much do you value being uninterrupted by commercials? Are you willing to pay money not to be targeted and pandered to while streaming your favorite films and series? Netflix will test your grit when they roll out their “Basic with Ads” plan in November. Netflix’s “Basic with Ads” plan will cost 6.99 in the U.S. and will launch in 12 countries starting in November. The program joins other options currently available to subscribers, including the ad-free plans: Basic (9.99 per month), Standard (15.49), and Premium (19.99). Prices for the new plan will vary depending on the territory where you subscribe to the service.
“We believe that with this launch we will be able to provide a plan and a price for every Netflix fan,” says Netflix COO Greg Peters. “The most important thing for us is that we want to offer consumers choice and for them to figure out what is the best offering for them,...
“We believe that with this launch we will be able to provide a plan and a price for every Netflix fan,” says Netflix COO Greg Peters. “The most important thing for us is that we want to offer consumers choice and for them to figure out what is the best offering for them,...
- 10/13/2022
- by Steve Seigh
- JoBlo.com
![Image](https://m.media-amazon.com/images/M/MV5BYWRhZDM1ODQtNWMwZS00NTQyLWE5YjMtNGZkN2EyMDg3ZDljXkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX500_CR0,26,500,281_.jpg)
US 6.99 price point is less than half of Standard ad-free tier.
Six months after Netflix co-ceo Reed Hastings shocked the industry with his first public utterances about an ad-supported tier, the streamer said it will launch its Basic With Ads product in the US on November 3 at 6.99 a month in an initial roll-out that includes the UK and 10 other countries.
Basic With Ads will arrive in Canada and Mexico on November 1, followed by November 3 in the US, UK, Australia, Brazil, France, Germany, Italy, Japan, and South Korea. It will launch in Spain on November 10.
Nielsen will measure US viewership and...
Six months after Netflix co-ceo Reed Hastings shocked the industry with his first public utterances about an ad-supported tier, the streamer said it will launch its Basic With Ads product in the US on November 3 at 6.99 a month in an initial roll-out that includes the UK and 10 other countries.
Basic With Ads will arrive in Canada and Mexico on November 1, followed by November 3 in the US, UK, Australia, Brazil, France, Germany, Italy, Japan, and South Korea. It will launch in Spain on November 10.
Nielsen will measure US viewership and...
- 10/13/2022
- by Jeremy Kay
- ScreenDaily
![Image](https://m.media-amazon.com/images/M/MV5BYWRhZDM1ODQtNWMwZS00NTQyLWE5YjMtNGZkN2EyMDg3ZDljXkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX500_CR0,26,500,281_.jpg)
US 6.99 price point is less than half of Standard ad-free tier.
Six months after Netflix co-ceo Reed Hastings first spoke publicly of an ad-supported tier, the streamer said it will launch its Basic With Ads product in the US on November 3 at 6.99 a month in an initial roll-out that includes the UK and 10 other countries.
Basic With Ads will arrive in Canada and Mexico on November 1, followed by November 3 in the US, UK, Australia, Brazil, France, Germany, Italy, Japan, and South Korea. It will launch in Spain on November 10.
Nielsen will use its Digital Ad Ratings in the US which...
Six months after Netflix co-ceo Reed Hastings first spoke publicly of an ad-supported tier, the streamer said it will launch its Basic With Ads product in the US on November 3 at 6.99 a month in an initial roll-out that includes the UK and 10 other countries.
Basic With Ads will arrive in Canada and Mexico on November 1, followed by November 3 in the US, UK, Australia, Brazil, France, Germany, Italy, Japan, and South Korea. It will launch in Spain on November 10.
Nielsen will use its Digital Ad Ratings in the US which...
- 10/13/2022
- by Jeremy Kay
- ScreenDaily
![Image](https://m.media-amazon.com/images/M/MV5BYWRhZDM1ODQtNWMwZS00NTQyLWE5YjMtNGZkN2EyMDg3ZDljXkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX500_CR0,26,500,281_.jpg)
US 6.99 price point is less than half of Standard ad-free tier.
Netflix will launch its Basic With Ads ad-supported tier in the US on November 3 at 6.99 a month and will also roll out the tier in the UK and 10 other countries.
Basic With Ads will arrive in Canada and Mexico on November 1, followed by November 3 in the UK, Australia, Brazil, France, Germany, Italy, Japan, and South Korea. It will launch in Spain on November 10.
Prices will vary by country based on market conditions. The product costs less than half of Netflix’s Standard ad-free tier at 15.49 a month and also...
Netflix will launch its Basic With Ads ad-supported tier in the US on November 3 at 6.99 a month and will also roll out the tier in the UK and 10 other countries.
Basic With Ads will arrive in Canada and Mexico on November 1, followed by November 3 in the UK, Australia, Brazil, France, Germany, Italy, Japan, and South Korea. It will launch in Spain on November 10.
Prices will vary by country based on market conditions. The product costs less than half of Netflix’s Standard ad-free tier at 15.49 a month and also...
- 10/13/2022
- by Jeremy Kay
- ScreenDaily
![Image](https://m.media-amazon.com/images/M/MV5BNjVhM2EyYWMtOTFkZS00NmZiLThhMWItMTFjYmNlMWVhY2FlXkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX500_CR0,0,500,281_.jpg)
Netflix is undercutting Disney+ on price by a dollar a month as it prepares for a landmark expansion into advertising-supported streaming.
The company said its new subscription tier, Basic with Ads, will cost 6.99 a month and will launch November 3 in the U.S., more than a month before Disney’s December 8 rollout of the ad-supported version of Disney+. Canada and Mexico will get the new plan November 1 and two days later it will go live in the U.S., Australia, Brazil, France, Germany, Italy, Japan, Korea, and the UK, with Spain following on November 10. In the U.S., the entry-level price will be less than half the cost of the most popular tier, Standard, which is 15.49 a month.
Disney has announced both price hikes and a new ad-supported version of Disney+. When that new tier launches on December 8, it will be 7.99 a month, which is currently the stand-alone price for the ad-free Disney+.
The company said its new subscription tier, Basic with Ads, will cost 6.99 a month and will launch November 3 in the U.S., more than a month before Disney’s December 8 rollout of the ad-supported version of Disney+. Canada and Mexico will get the new plan November 1 and two days later it will go live in the U.S., Australia, Brazil, France, Germany, Italy, Japan, Korea, and the UK, with Spain following on November 10. In the U.S., the entry-level price will be less than half the cost of the most popular tier, Standard, which is 15.49 a month.
Disney has announced both price hikes and a new ad-supported version of Disney+. When that new tier launches on December 8, it will be 7.99 a month, which is currently the stand-alone price for the ad-free Disney+.
- 10/13/2022
- by Dade Hayes
- Deadline Film + TV
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![Image](https://m.media-amazon.com/images/M/MV5BNTc1OTIxZTgtNDAxYy00N2FkLTg5Y2QtYzE0YzZjMjJhODYxXkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX140_CR0,0,140,140_.jpg)
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Netflix will launch its cheaper ad-supported tier next month, at a price point that’s less than half the cost of its standard plan.
Netflix with ads will cost 6.99 per month in the U.S., and will launch in 12 countries beginning in November, the company said Thursday. The new plan, officially called “Basic With Ads,” will complement its existing ad-free plans: Basic (9.99 per month), Standard (15.49), and Premium (19.99). Other countries will have local pricing, all at effectively the same price point.
“We believe that with this launch we will be able to provide a plan and a price for every Netflix fan,” Netflix COO Greg Peters told reporters at a virtual press conference Thursday. “The most important thing for us is that we want to offer consumers choice and for them to figure out what is the best offering for them, and that could...
Netflix will launch its cheaper ad-supported tier next month, at a price point that’s less than half the cost of its standard plan.
Netflix with ads will cost 6.99 per month in the U.S., and will launch in 12 countries beginning in November, the company said Thursday. The new plan, officially called “Basic With Ads,” will complement its existing ad-free plans: Basic (9.99 per month), Standard (15.49), and Premium (19.99). Other countries will have local pricing, all at effectively the same price point.
“We believe that with this launch we will be able to provide a plan and a price for every Netflix fan,” Netflix COO Greg Peters told reporters at a virtual press conference Thursday. “The most important thing for us is that we want to offer consumers choice and for them to figure out what is the best offering for them, and that could...
- 10/13/2022
- by Alex Weprin
- The Hollywood Reporter - Movie News
![Image](https://m.media-amazon.com/images/M/MV5BMDY2YWM4YzEtYjMyYi00NTgzLTgwMGItMzc5NTc2MDhlOWEzXkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX140_CR0,0,140,140_.jpg)
![Image](https://m.media-amazon.com/images/M/MV5BMDY2YWM4YzEtYjMyYi00NTgzLTgwMGItMzc5NTc2MDhlOWEzXkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX140_CR0,0,140,140_.jpg)
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There’s an adage dating back to TV advertising in the 1970s: “If you’re not paying for the product, you are the product.” And while Netflix and Disney+ advertising tiers will not quite be free, viewers will be able to subscribe to the services at discounted price points as long as they can tolerate a few ads.
The launches arrive as the digital ad industry is mid-evolution. Europe and California have passed data privacy laws. Apple has cracked down on the harvesting of user data on their products. Browsers, including Safari and Firefox, have barred the installation of third-party trackers that follow a user’s every move, with Google Chrome in 2024 following suit. Advertisers are searching for new options.
Third-party data, the information users indirectly give to companies by granting permission to track what they’re viewing across the internet (i.e.
There’s an adage dating back to TV advertising in the 1970s: “If you’re not paying for the product, you are the product.” And while Netflix and Disney+ advertising tiers will not quite be free, viewers will be able to subscribe to the services at discounted price points as long as they can tolerate a few ads.
The launches arrive as the digital ad industry is mid-evolution. Europe and California have passed data privacy laws. Apple has cracked down on the harvesting of user data on their products. Browsers, including Safari and Firefox, have barred the installation of third-party trackers that follow a user’s every move, with Google Chrome in 2024 following suit. Advertisers are searching for new options.
Third-party data, the information users indirectly give to companies by granting permission to track what they’re viewing across the internet (i.e.
- 10/6/2022
- by Winston Cho and Alex Weprin
- The Hollywood Reporter - Movie News
![Image](https://m.media-amazon.com/images/M/MV5BMTExN2YyMmMtZGUwNS00ZTc4LWIzOWMtNWZkMTA3YWNjNjk5XkEyXkFqcGdeQXVyMTE0MzQwMjgz._V1_QL75_UX140_CR0,0,140,140_.jpg)
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Click here to read the full article.
Netflix’s plan to get into advertising was unorthodox. It was seeking unusually high CPMs (the cost to reach 1,000 consumers), and targeting and tracking were nearly nonexistent.
The year was 2005. And Netflix decided the time was right to get into the ad business via slips placed in its iconic red DVD envelopes.
“My entertainment clients loved it because of the halo effect of being associated with Netflix,” recalls Michael Miraflor, a former media buyer and now chief brand officer of venture capital firm Hannah Grey. “And it offered a creative canvas that was large enough to fit proper key art.”
Netflix eventually folded its DVD ad sales team as it went all in on streaming, but 17 years later, it is trying to enter the space once again — with unusually high CPMs and minimal targeting and tracking. It’s still banking on that halo effect.
Netflix’s plan to get into advertising was unorthodox. It was seeking unusually high CPMs (the cost to reach 1,000 consumers), and targeting and tracking were nearly nonexistent.
The year was 2005. And Netflix decided the time was right to get into the ad business via slips placed in its iconic red DVD envelopes.
“My entertainment clients loved it because of the halo effect of being associated with Netflix,” recalls Michael Miraflor, a former media buyer and now chief brand officer of venture capital firm Hannah Grey. “And it offered a creative canvas that was large enough to fit proper key art.”
Netflix eventually folded its DVD ad sales team as it went all in on streaming, but 17 years later, it is trying to enter the space once again — with unusually high CPMs and minimal targeting and tracking. It’s still banking on that halo effect.
- 9/21/2022
- by Alex Weprin
- The Hollywood Reporter - Movie News
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