Netflix’s ad tier hits 70 million monthly active users

This cheaper plan's base has nearly doubled since May, when just 40 million MAUs were engaged this way on the streaming platform.
November 13, 2024

It’s been two years since Netflix first launched its ad-supported plan—and this subscription tier now boasts 70 million monthly active users (MAUs), according to president of advertising Amy Reinhard, who announced the statistic in a celebratory post yesterday.

This milestone is quite a jump from a year ago (15 million MAUs) and even as recently as May of this year (40 million MAUs), although it’s worth noting that monthly active users is not a measurement of subscriber volume—it only represents the number of unique users who engage with a platform.

Netflix also estimates that 50% of all new sign-ups in the 12 countries where it’s currently offered—including major markets like the US, South Korea, Australia, France and the UK—are opting for this ad-based plan.

Although Netflix held off on implementing an advertising strategy for several years, the streamer made the pivot after losing nearly a million subscribers in spring 2022. Priced at US$6.99 in the US, the ad-based plan has attracted cost-conscious families and is credited as one of the factors behind the streamer’s recent bounceback. As per its Q3 financial report, Netflix added 5.1 million new subs that quarter to hit a global total of 282.72 million. 

Along with celebrating the ad tier’s second anniversary, Netflix launched an advertising technology platform this month in Canada, centralizing the process of ad buys and allowing advertisers to work directly with it instead of using a third-party service, thereby giving the streamer greater control over its ad operations. Plans are underway to implement this system globally in 2025, and to add more enhanced forecasting, measurement and targeting tools for advertisers, according to Reinhard.

Image: Dima Solomin/Unsplash

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