People/Biz

Netflix partnering with Microsoft on ad-supported plan

When Netflix stunned the industry in April by reporting that it had lost 200,000 subscribers in the first quarter of 2022, the streaming giant also turned heads by announcing plans to ...
July 13, 2022

When Netflix stunned the industry in April by reporting that it had lost 200,000 subscribers in the first quarter of 2022, the streaming giant also turned heads by announcing plans to explore ad-supported subscription options, something company management had previously been resistant to.

Now, some details of those plans are emerging, with Netflix announcing that it will partner with Microsoft on building the ad-supported option.

“We have selected Microsoft as our global advertising technology and sales partner,” said Greg Peters, Netflix’s chief operating officer and chief product officer, in a news release. “Microsoft has the proven ability to support all our advertising needs as we work together to build a new ad-supported offering. More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.”

The announcement was confirmed by Microsoft’s Mikhail Parakhin, president of web experiences.

“At launch, consumers will have more options to access Netflix’s award-winning content,” he said in a statement. “Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium-connected TV inventory. All ads served on Netflix will be exclusively available through the Microsoft platform.”

A timeline on the rollout for the plan has not yet been made public.

About The Author
Justin Anderson joined Realscreen as senior staff writer in 2021, reporting and writing stories for the newsletter and magazine. During his 20-year career he’s filled a variety of roles as a writer and editor at a number of media organizations, covering news and current affairs as well as business, tech, the film and music industries and plenty in between. He’s also spent time behind the scenes in television production, having written everything from voiceover scripts for documentaries to marketing copy. He has a degree in Journalism from Toronto Metropolitan University (formerly Ryerson University).

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