Initial reports suggested Netflix’s ad-supported tier was off to a rocky start. However…
Netflix’s President of Worldwide Advertising Jeremi Gorman shared positive news about the streaming platform’s jump into the ad business.
Looking good: Jeremi says the company is “pleased with the growth,” but couldn’t disclose more because Netflix has yet to announce its earnings report.
Another big positive is that debutant advertisers come from “across the board,” from CPG brands to automotive companies, luxury brands, and more.
But it’s not all roses: Several challenges could hamper Netflix this year, like…
- Premium pricing. Looks like Netflix may adjust CPMs as it expands the ad network. Jeremi says the market will “dictate reasonable costs.” Hmm…
- Advertising rights. Much of Netflix’s content isn’t eligible for ads due to contracts made before the ad-supported tier was a thing. So the platform currently has a limited ad inventory, though Netflix is renegotiating old deals to expand it.
At least Netflix is aware of the issues, and working openly to mitigate them.
Why we care: As Netflix keeps expanding by adding new advertising partners and “adjusting prices,” there’s a possibility that they could become a viable option for small businesses.
It could be worth tracking the developments and looking for an opportunity to jump in. Let’s wait and see…
Alex Lim
Alex Lim is a certified book reviewer and editor with over 10 years of experience in the publishing industry. He has reviewed hundreds of books for reputable magazines and websites, such as The New York Times, The Guardian, and Goodreads. Alex has a master’s degree in comparative literature from Harvard University and a PhD in literary criticism from Oxford University. He is also the author of several acclaimed books on literary theory and analysis, such as The Art of Reading and How to Write a Book Review. Alex lives in London, England with his wife and two children. You can contact him at [email protected] or follow him on Website | Twitter | Facebook
