Michaela Giovengo’s Post

Coming up on the one-year anniversary of the launch of advertising on Netflix, I have to wonder how the economics are working out for them. In the US, a subscription to the standard, ad-supported tier costs $6.99/month, or $8.50 less per month when compared to a standard subscription for the non-ad supported tier ($15.49/month). Assuming a generous CPM of $50 and fully sold-out inventory, the average viewer on the ad-supported tier would need to consumer 170 ads a month to generate an additional $8.50 in revenue for Netflix. For anyone on the ad-supported tier: Are you watching enough Netflix to see 5-6 ads every day of the month -- the daily average needed to hit 170 ads? Or perhaps the goal here for Netflix is simply any incremental revenue and reaching value-conscious consumers who would otherwise not subscribe at all -- or who would have churned with each of the latest rounds of price increases. #netflix #svod #avod #cordcutting #connectedtv #ctv #cpm

I just filed a story on how Netflix is likely to hike its ad-free prices soon, especially after the Hollywood actors strike wraps up. And it's not just Netflix; Disney+ and Hulu got pricier, YouTube axed its budget plan, and Discovery+ just implemented a 30% price increase! Why? Blame it on rising content costs.📈 While inflation-weary consumers reconsider their subscriptions, advertisers might need to shuffle their budgets. Platforms like Peacock and Paramount+? They're walking a tightrope between profit and popularity. Remember Netflix's fee for account sharing? Yep, that was their sneaky way of upping the price. Plus, there's chatter about live sports on Disney+ and WBD. The endgame? Boosting revenues on both ad-free and ad-supported tiers. With the price surge, could platforms be nudging us towards ad-supported plans? The stats hint so - these plans are raking in more cash per user. As platforms chase bucks over bulk, they're banking on exclusive content to keep us hooked. #Streaming #PriceHike #Netflix #Advertising 🍿🎬📊

Netflix is removing their 'Basic' subscription option. Having already been removed in the US, Canada and UK. New subscribers are able to chose the 'Standard with Ads' subscription as the lowest tier of subscription. As more streaming services introduce Ad supported subscription tiers, the move to introduce Ads to their lowest tiers was just a matter of time. Following their subscriber growth from 2022 to 2023, this move looks to secure revenue growth for the streaming giant this year. 📈 #netflix #adtech #streamingnews

Netflix said on Wednesday its ad-supported tier has reached 40 million global monthly active users, from 5 million a year earlier, a sign that its push to attract new users with the cheaper plan is paying off.... Read More At:- https://lnkd.in/eGbQVxBt Netflix #Global #activeusers #users #Netflix #cheaperplan #news #NewsUpdate #newsfeed #dailynews #IBWNews

When Netflix launched their ad-supported tier the CPM was discussed to be over $80. In March 2023 they were still sitting at $55 CPM. During the upfront in May some suggested they were doing deals at $50 or under - Netflix didn't comment. With the growth of subscribers their premium price becomes a little more to stomach, but it still needs to drop to well under $20 to make it profitable for most advertisers. #ctv #profitableCTV #television #netflix https://lnkd.in/ecVVMxMy

Netflix fired the starting pistol with its pivot to ad-supported tiers, and now the race is on with Amazon Prime Video trying to take the lead! 🏁 Prime Video ads are launching with CPMs (cost per thousand impressions) at the really competitive price of $30USD, compared to Netflix’s average of $39-45. I’ve been saying that advertising on CTV is on the up, and what better evidence is there of that than a pricing war? 💸 Personally, I think this will even out. This early part of the race is a sprint to catch as much of the market as possible, so don’t expect Amazon’s CPM to stay the same forever. The big players are realizing what we’ve been saying at ShowHeroes for a long time: CTV advertising is the industry’s next big thing. Amazon, Netflix – nice of you to join us! For CTV advertising opportunities that are less volatile than with these drag racers, get in touch with us at ShowHeroes 🏎️ 🚫 😉 https://lnkd.in/e2t_zQH6 #DigitalAdvertising #CTVadvertising #PrimeVideo #Netflix #ShowHeroesGroup

🚀 Netflix Continues to Soar! Nearly 6 Million New Subscribers in Q2! 💻📈 . . Netflix flexed its muscle in the second quarter, reporting nearly 6 million new paid subscribers and further cementing it as the pacesetter in #streamingvideo. The addition of 5.9 million paid users beat Wall Street estimates and shows that Netflix's password-sharing crackdown didn't sour new users on signing up. With $8.2 billion in Q2 revenue and a better-than-expected $1.8 billion in operating income, Netflix's strong showing speaks for itself. But that's not all! Netflix recently cut its "Basic" $9.99 subscription, giving new or returning members more enticing options. Nudge towards a cheaper $6.99 ad-supported tier or go ad-free priced at $15.49 for "Standard" and $19.99 for "Premium." 🎉 Discover why Netflix remains the ultimate destination for entertainment and why millions can't resist joining the streaming revolution. https://lnkd.in/grN6Xb-s #EntertainmentIndustry #NetflixGrowth #AdFreeStreaming #Netflix #StreamingVideo #SubscriptionGrowth #EntertainmentNews

Good numbers Netflix, but whilst password sharing may well be very naughty, it does fuel distribution… So a chunk of the 13.1m new subscribers in the final quarter last year (link in comments) will no doubt be residual interest. Folks piggy-backing off someone’s subscription, now forced to cough up for their fix of Squid Game (or the long tale of guilty-pleasure-straight-to-DVD movies). The next set of numbers will be much more interesting. The ‘stickiness’ of their ad-supported model, the appetite for their content vs a chunky 29% jump in cost for their basic ad-free package, big bets on sport partnerships (such as the MSL), the A-lister fronted ‘blockbusters’ and their budget-sapping crown jewels (Stranger Things costs $30m per episode…I've never seen it, so I remain off-trend/an annoying outlier for Netflix). Most will impact the next quarter. Imagine they won’t release churn figures but would be interested to see how many entry level subscribers upgrade to the basic ad-free package (how tolerable is their ad-supported viewing…?). Likewise the impact on carriage deals with the likes of Sky in the UK. As ever, we’d love more detail…(and another series of Jupiter’s Legacy please, which at least one off-trend subscriber really liked, but everyone else clearly didn’t…) #marketing #netflix #TVadvertising #LastRemainingHumanNotToHaveWatchedStrangerThings

Netflix is actually still running their DVD mail-order rental business - until end-September, at least, when it shuts down for good. It is very interesting that they have kept this running with today's 1m subscribers (to Netflix's over 200m) as DVD.com all the way until now. As one of the flagship case studies in transformation and venturing, it is amusing how long the "old core" survived while the "new venture" became the core and valuable many times over the old one. https://lnkd.in/emFpmV6S #transformation #streaming #DVD #Netflix #ventures