In the United States, Netflix announced a partnership with Nielsen to provide advertisers with rating data that will be published through Nielsen One. Nielsen’s digital ad ratings will be important in how Netflix measures its audience, and the company has stated that it will not use its data to create user profiles that lead to targeted ads outside of the platform. All of these new tools will be available to advertisers beginning in 2023.
Netflix’s ad tier comes in the wake of the streamer losing over 1 million subscribers in the US and Canada earlier this year and seeing its stock price plummet due to investor concerns that its period of rapid growth has come to an end. Despite co-CEO Reed Hastings’ well-documented opposition to including advertising, it’s clear that the recent declines have influenced his recent change of heart.
