Los Gatos, California – Netflix has reported a significant increase in users of its advertising tier over the past six months, with 70 million monthly active users globally. This marks a substantial growth from 40 million users just half a year ago and 15 million users a year prior. The company attributes this surge to over half of new users subscribing to the ad tier, driving the overall expansion.

On the two-year anniversary of launching the ad tier, Netflix revealed these numbers along with several other advertising-related announcements. Advertising chief Amy Reinhard penned a post detailing the milestones and future plans in the realm of advertising for the streaming giant.

In recent developments, Netflix has successfully sold out advertising inventory during two Christmas Day NFL games, securing sponsorships from companies like FanDuel and Verizon. The involvement of these sponsors indicates the company’s efforts to collaborate and diversify revenue streams through advertising opportunities.

Further collaborations with Nielsen and VideoAmp emphasize Netflix’s commitment to enhancing viewer measurement and engagement. By incorporating first-party streaming data and working on improved measurement techniques, the company aims to provide a more comprehensive understanding of viewer behavior.

Moreover, through initiatives like launching programmatic guaranteed buying in the U.S. and setting up presenting sponsors for popular shows like Squid Game, Netflix is striving to optimize its advertising capabilities. The shift towards building an in-house advertising tech stack demonstrates Netflix’s determination to streamline operations and cater to global ad markets effectively.

As Netflix ventures into live programming with events like the upcoming boxing match between Jake Paul and Mike Tyson, the company anticipates a surge in live viewership and engagement, presenting new opportunities for advertisers. With the potential for advertising revenue to become a significant driver in the streaming landscape sooner than expected, Netflix remains poised to capitalize on its growing user base and innovative advertising strategies.