Netflix says it has reached 15 million global monthly active users for its cheaper, ad-supported tier.
The ad-supported tier launched in November 2022. In May, Netflix said that the tier had five million users.
The streaming giant introduced the ad-supported tier alongside a password sharing crackdown in an effort to arrest slowing subscriber growth.
Netflix President of Advertising Amy Reinhard said in a blog post that advertisers can now choose to run 10-, 20-, and 60-second ads, in addition to the 15- and 30-second spots offered. The move will allow advertisers “around the world multiple formats to leverage,” Reinhard said.
She also outlined some new features coming to the ad tier. Netflix said it will roll out higher 1080p streaming resolution for ad tier users in addition to 720p. Users will also be able to download movies and series to their devices. In early 2024, it will also launch the ability to include QR codes in advertising creative running on Netflix in the US. Sponsorships, which are now available in the US, will expand globally in 2024, with title, moment, and live sponsorships.
In a push to appeal to binge watchers, beginning in the first quarter of 2024, Netflix will also present an ad-free episode after users watch three consecutive episodes of a series.
Reinhard said: “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.”