Netflix Advertising Tier Hits 5M Global Users Six Months After Launch; Company Tells Virtual Audience At Its First Upfront That One-Quarter Of New Subscribers Opt For Ad Plan
deadline.comSix months after the landmark debut of its ad-supported subscription tier, Netflix said the plan has hit 5 million monthly active users globally.
The number, along with other stats, insights and product and programming announcements, were revealed during the company’s upfronts presentation to advertisers.
The LA-shot, pre-recorded event was conducted virtually in part due to concerns about the WGA strike and uncertainties about talent.
Co-CEO Greg Peters opened by acknowledging that the remote setup was a shift from a previously planned in-person gathering at the Paris Theatre in New York, though he did not mention the labor strife. “This is not exactly as we originally planned it,” he said, “but we live in a dynamic world and we have definitely found that being able to adjust to a new reality is very useful.” The MAU figure differs from paid subscribers and can be calculated differently by different companies based on how they define what it means to be “active.” Although the MAU number is a fraction of Netflix’s global base of 232.5 million subscribers, the company said the number of paying customers on the $7-a-month ad plan has more than doubled since early in 2023.
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