EMEA ads VP Damien Bernet discusses takeaways from Netflix’s upfronts, as the streaming giant’s ad-supported plan now reaches 94m monthly active users globally.
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Kantar’s latest Entertainment on Demand report found new streaming subscribers are increasingly flocking to ad tiers. Meanwhile, growth for Apple TV+ and Mubi have led to increased competition.
Productions in the UK have become Netflix’s most efficient programming investments. The streaming giant’s share of viewing time now sits behind only the BBC and ITV.
The show proves that world-class content transcends borders and the British creative industries urgently need support and investment. Chris Bryant, please take note.
Damien Bernet, Netflix’s EMEA ads VP, described the expansion of its programmatic partnerships as the latest step in Netflix’s broader strategy to offer the benefits of TV and digital advertising.
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.
| 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.