Netflix has named Microsoft as its technology and sales partner to help power the streaming giant’s first ad-supported subscription offering. According to reports, Netflix has been interviewing potential partners including Google and Comcast, as it prepares to launch the tier before the end of 2022.
We’re thrilled Netflix has selected Microsoft as its advertising technology and sales partner. We want publishers to have more long-term viable ad monetization platforms, so more people can access the content they love wherever they are. https://t.co/QmPszxJTOf— Satya Nadella (@satyanadella) July 13, 2022
After years of resisting the move, Netflix said in April that it was rolling out an ad-supported tier. “We’re excited to work with Microsoft as we bring this new service to life.”
“Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory. All ads served on Netflix will be exclusively available through the Microsoft platform. Today’s announcement also endorses Microsoft’s approach to privacy, which is built on protecting customers’ information.”
Here is what Netflix Chief Operating Officer and Chief Product Officer Greg Peters said today:
“In April we announced that we will introduce a new lower-priced ad-supported subscription plan for consumers, in addition to our existing ads-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner.
“Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering. More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.
“It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life.”
Co-CEO Reed Hastings, who has long been opposed to adding commercials or other promotions to the platform said during an earnings call in April that it “makes a lot of sense” to offer customers a cheaper option.