Netflix’s Ad-Supported Tier Crosses 40 Million Monthly Users

Netflix’s ad-supported tier now has 40 million monthly active users, the company announced yesterday during a presentation to advertisers. That number is up from 5 million users a year ago, which represents a 700% progression year-over-year.

“Over 40% of all signups in the ads countries now come from the ads plan,” the company said yesterday. The company announced last month that it now had 270 million subscribers in Q1 2024, adding 9.3 million new paid members in the last quarter.

Netflix initially teamed up with Microsoft to create the advertising platform powering its new ad-supported plan, but that will be changing soon. The company said yesterday that it’s planning to launch its own advertising platform by the end of next year. “Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” explained Amy Reinhard, Netflix’s President of Advertising.

If you’ve been using the Netflix app on Windows, the company said in a support page that an upcoming update will add support for the company’s ad-supported plan, as well as live events and increased streaming quality. However, this new version of the Windows app will remove the ability to download movies and TV shows for offline viewing.