Introduction to Netflix’s Advertising Division
In a recent conversation with media outlets, Amy Reinhard, Global President of Advertising at Netflix, discussed the current state of the company’s advertising division and how it has become one of the most dynamic growth drivers for the platform.
A Growing Force in Its Fourth Year
After four years of operation, the advertising division maintains a steady momentum, backed by an increasingly engaged audience and new global expansion opportunities.
Netflix’s Unique Advantage
Reinhard highlighted the key differentiator of Netflix compared to competitors like Amazon Prime Video or Disney+: user engagement.
“Thirty percent of our members in the U.S. log in daily, and 70% do so at least once a week,” Reinhard stated. “We have an audience deeply connected to our service, who genuinely love what we offer.”
Creative and Interactive Advertising Formats
Reinhard previewed that Netflix will continue experimenting with more creative and interactive advertising formats, designed to deliver personalized experiences for users.
“These modular ads will provide greater flexibility for brands and open new opportunities in the market,” she explained. Netflix plans to further develop these formats through 2025 and 2026.
Measurement, Transparency, and New Metrics
Reinhard also addressed the importance of measurement and transparency in their relationship with advertisers.
Netflix introduced its new metric, MAV (Monthly Active Viewers), aiming to more accurately reflect the real reach of ads within the service. “We won’t change how we sell,” Reinhard clarified, “but we want to offer clearer information on how audiences interact with our platform.”
Strategic Alliances and International Expansion
On the international front, Reinhard confirmed that Netflix’s alliance with Amazon DSP, the programmatic ad-buying platform, has yielded “very promising results” since its launch in October.
She hinted at upcoming new integrations and ongoing talks with major retailers outside the U.S. to further expand their advertising business.
Balancing Growth and User Experience
Reinhard emphasized the importance of balancing growth with user experience.
“The member experience is at the heart of everything we do,” she said. “Lighter ad loads and more relevant ads benefit both viewers and advertisers.”
With over 190 million monthly active viewers, Netflix collaborates with measurement organizations in the U.K., Germany, and Italy to establish metrics comparable to traditional television, further solidifying its credibility in the market.
The Core of Netflix: Storytelling
Reinhard reminded everyone that, beyond technology or business models, Netflix’s core remains storytelling.
“It has always been about telling great stories,” she said. “Innovation is important, but true audience attention is earned through content that resonates and connects.”
