Netflix’s shift to focus on engagement suggests that long-term success depends much more on how subscribers are reacting to ads rather than simply how many those ads reach.
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| Maria Iu
A total of 20m UK homes had access to an SVOD service in Q4 2024, a marginal dip from the previous quarter. Ad tiers for Netflix and Amazon grew slightly last quarter, and there is still room for more, according to Barb.
The latest Kantar Entertainment on Demand report found that Amazon Prime Video had the highest share of new paying subscribers during Q4.
Netflix boasted its biggest-ever gain in quarterly net subscribers in Q4. Now, executives are turning their focus to releasing its first-party adtech stack in more markets.
Netflix’s EMEA advertising VP said the streaming giant wants to ‘pioneer’ streaming advertising, explaining that the in-house adtech will give the company more flexibility to bring innovative solutions to market.
According to Barb’s latest survey, Netflix and Disney+ ad tiers have continued to grow substantially quarter on quarter.
In addition, the streamer has sold out all of its inventory for its Christmas Day NFL games.
Analysis: The introduction of a clipping and sharing feature looks to capture a larger share of the social media conversation that has sprung up around the fandom of Netflix shows.
Netflix’s ad tier membership grew 35% quarter on quarter, but co-CEO Greg Peters warned that ads will not be a “primary driver” of the company’s revenue in 2025 as the streamer looks to beef up its offering for advertisers.
Connected TV is an ideal channel to bring branding and performance marketing together as brands shift adspend into streaming platforms.