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Netflix Ad Tier Hits 40M Monthly Active Users, Nearly Double Its Scale At Start Of 2024

Netflix's 18-month-old advertising tier has nearly doubled in size since the start of 2024, reaching 40 million monthly active users around the world.

After insisting for years that they would never accept advertising, citing privacy concerns and other factors, Netflix execs hastily announced their reversal on an earnings call in 2022. Microsoft was enlisted as a partner to help ramp up the capability, which reached the market in select territories later that year in a remarkable sprint from first public disclosure to first ad served. Chief Content Officer Bela Bajaria unveiled a number of new film and TV titles, but she also spent time giving advertisers a sense of audience engagement.

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