(CercleFinance.com) – Netflix on Wednesday claimed a total of 15 million active users each month worldwide for its advertising-supported offering, launched just a year ago.
The announcement was well received on Wall Street since the action of the specialist in video on demand via Internet gained 1.8% at the start of the session, significantly outperforming an S&P 500 index up 0.7%.
Netflix announced last month that it had acquired 8.8 million new paying members in net data during the third quarter, bringing its subscriber base to more than 247.1 million.
But the American group refrained from communicating the figures relating to its ad-free offer, contenting itself with indicating that the recruitment of new members was occurring at a ‘solid’ pace.
A year after the launch of the service, Netflix says it continues to build and adapt its offering by focusing on the aspects most important to advertisers, while offering programs at an ‘unbeatable’ value for money. .
After starting with 15 and 30 second ads, the company now also offers 10, 20 and 60 second formats.
From the first quarter of 2024, advertisers will be able to use a new format called ‘binge ad’ which will allow subscribers, after watching three episodes in a row, to watch the fourth episode without advertising.
At the beginning of 2024, it also plans to offer the possibility of inserting QR codes in advertisements broadcast on Netflix in the United States.
Sponsorships, currently available in the United States, will be extended to the rest of the world in 2024, allowing advertisers to associate themselves with specific programs.
Netflix, which developed its advertising offering with Microsoft Advertising, also says it wants to increase its audience measurement capabilities.
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