Netflix Inc.

Leading global streaming platform and emerging premium CTV advertising destination, competing with Hulu, Disney+, and Peacock for brand advertising budgets

Netflix Inc. is the world's leading subscription streaming service, offering a vast library of TV series, films, documentaries, and games to over 230 million subscribers across 190+ countries. In November 2022, Netflix launched its ad-supported subscription tier ('Standard with Ads') in partnership with Microsoft, marking its formal entry into the digital advertising ecosystem. This move transformed Netflix from a purely subscription-based business into a hybrid revenue model company with significant advertising ambitions. Netflix's advertising platform provides brands and agencies with access to highly engaged, premium audiences in a brand-safe, curated environment. The platform offers targeted advertising capabilities based on content genre, age, gender, and geography, with plans to expand its data-driven targeting sophistication over time. In 2023, Netflix began building out its own in-house advertising technology infrastructure, announcing plans to develop a first-party ad tech stack to reduce reliance on Microsoft's Xandr platform and gain greater control over its advertising business. The company also introduced programmatic buying capabilities and measurement partnerships with Nielsen, DoubleVerify, and Integral Ad Science. In the AdTech ecosystem, Netflix represents a premium Connected TV (CTV) and streaming advertising destination that competes directly with Hulu, Peacock, Paramount+, and Disney+ for advertising budgets. Its scale, global reach, and the quality of its original content library position it as a must-buy for major brand advertisers seeking premium video environments. Netflix's ad-supported tier has grown rapidly, reaching over 40 million monthly active users by mid-2024, making it one of the fastest-growing ad-supported streaming platforms in the market.