Netflix is no longer just a streaming platform. It’s a major player in the global advertising landscape. And if you have a business, a brand or lead a marketing team, this is of more interest to you than you might think.
In this article we tell you what Netflix is doing in the field of advertising, why it is relevant and, above all, how you can strategically apply it to your business to take advantage of it.
From entertainment platform to advertising platform
Until very recently, Netflix was sticking to its ad-free model. But that all changed in 2022, when it launched its ad-supported plan. The result? Total explosion.
- March 2025: they have already surpassed 70 million monthly active users on their ad-supported plan, almost double the number six months ago.
- Target by 2025: generate more than $3.2 billion in advertising revenue.
- And now: they are launching their own advertising platform, competing directly with giants like Google or Amazon Ads.
The strategy is clear: to have full control over data, targeting and the advertiser experience.
Why now? The context of this movement
Netflix isn’t just looking to diversify revenue. It is looking to attract a new advertiser profile:
- Brands looking to break out of the Meta-Google duopoly.
- Advertisers betting on more native and impactful formats.
- Companies that need massive visibility, but with real data and segmentation.
And it’s not just about series: Netflix is already streaming live events, including sports (such as its deal with WWE for “Monday Night Raw”).
In addition, the platform is expanding the range of ad formats and lengths: from 10-second ads to more elaborate 60-second pieces. A key differentiating feature is that ads cannot be skipped, guaranteeing full viewability.
The bottom line: what opportunities does this open up for brands and businesses?
So far it all sounds very corporate, but let’s get down to what really matters: how can a business like yours take advantage of this?
1. Audiovisual advertising segmented as never before
It used to be expensive to advertise on video. Now, you can access platforms like Netflix Ads with more flexible budgets and hyper-precise targeting: age, location, content type, device, etc.
In addition, Netflix also segments by consumption habits: it is possible to associate campaigns to genres such as comedy, action, animation or documentaries. This allows you to better filter the environment in which your brand appears.
2. More inventory = more competition = lower prices.
As more platforms open up their inventory (Netflix, YouTube, Amazon Prime Video, Disney+, etc.), the cost per impression tends to go down.
If you know how to optimize campaigns, it is a clear opportunity to gain massive visibility at a lower cost.
3. Integration with your funnel
AVOD (video with ads) platforms like Netflix are not just for branding. If you connect your measurement well with tools like GA4, GTM or a CRM, you can clearly see how these impacts contribute to the entire user journey.
Although Netflix does not yet allow clicks and direct links, alternative forms of measurement such as QR codes, cross-IP analysis and lift tests are being developed. These are more complex solutions, but they open the door to measuring beyond impression.
Example Bi.be: for the moment we are not activating campaigns on Netflix, but we follow its evolution very closely. We share it on the blog as informative and strategic content, as it may represent a new interesting channel in the future. If the time comes, we will know how to integrate it into a performance ecosystem.
4. Creativity with intention
It’s not about launching a video for the sake of launching a video. Netflix campaigns require creativity adapted to the format, with a focus on emotional impact, connection and retention.
Ads can be placed as pre-roll (before content) or mid-roll (in the middle of a movie or series), which directly influences viewer attention. The creative challenge is high, but so is the value of each impression.
How to start applying this in your business?
You don’t need to have Coca-Cola’s budget to take the first step. But you can start thinking strategically like the big brands. Here’s a mini action guide:
- Analyze if your buyer persona consumes content on ad-supported platforms (Netflix, YouTube, etc.).
- Try YouTube Ads or TikTok Ads campaigns to work on creativity and segmentation before going big.
- Connect these campaigns with your actual acquisition funnel: leads, CRM, conversions.
- Measure beyond CTR: analyze full views, brand recall and final CPA.
- Prepare adapted creatives: short, clear, emotional and designed for mobile.
At Bi.be we do not yet activate Netflix campaigns, as access is limited to authorized accounts managed by partners with specific permissions in Microsoft Invest. Even so, we follow its evolution very closely to know when and how to integrate it effectively into our clients’ strategies.
