Netflix Is Putting Ads in More Places Across Its App

Netflix is stepping up its advertising strategy, planning to introduce ads in more areas of its app. This comes as its ad-supported tier reaches 250 million monthly users globally.

What Netflix Is Changing

So far, Netflix ads have mainly popped up before and during shows. Now, the company plans to integrate ads into other parts of the app, including the browsing interface where users scroll through titles. They might also appear in recommendation sections and various menu areas.

This shift is similar to how live TV works compared to the ads you see on platforms like Amazon’s home screen or within Spotify’s menus. Netflix aims for a model where advertising blends into the overall experience instead of just interrupting content.

This change is part of Netflix’s larger strategy to build its advertising revenue into a significant income source. Launched in late 2022, the ad-supported tier has outpaced many analysts’ expectations. Surpassing 250 million monthly users marks a major milestone, making Netflix’s ad space a true contender against traditional TV networks and digital platforms like YouTube.

Why Netflix Is Doing This Now

Netflix has been consistently raising prices across its subscription plans. Earlier this year, they hiked prices on all tiers. Adding more ad placements offers Netflix another avenue for revenue without needing to increase subscription rates again soon.

For advertisers, the allure is obvious: 250 million monthly viewers create a huge audience. Netflix’s ad tier has become a lucrative venture for the company. By placing ads in app menus, brands can reach users even when they’re just browsing, not necessarily watching anything yet.

What This Means for Everyday Users

If you’re subscribed to Netflix’s standard or premium plans (the ad-free ones), you probably won’t notice much change for now. Netflix hasn’t said anything about adding ads to those paid tiers.

However, if you’re on the lower-priced ad-supported plan, expect to see more promotional content while you navigate the app. That’s the trade-off for a lower monthly fee. The browsing experience will resemble an app store homepage or a free streaming service, rather than a sleek, ad-free interface.

For potential subscribers, this change is something to think about. The gap between Netflix’s ad-supported and ad-free tiers will likely widen as the company increases ad placements in the cheaper plan.

Community Reaction

Many Netflix users have voiced skepticism online. One commenter on Reddit’s r/netflix captured the frustration: “They keep raising prices on the premium plan while making the cheap plan worse. At some point the ‘value’ pitch falls apart.” — u/StreamingFatigue

On YouTube, reactions to the announcement were similarly critical. One viewer commented: “250 million people on the ad tier and they still want more ad space? That’s a lot of eyeballs they’re already monetizing.” — YouTube commenter on The Verge’s coverage

What To Watch

• Where ads appear: Netflix hasn’t shared a specific timeline or detailed list of which app sections will include ads. Keep an eye out for updates during the company’s next earnings call or in app update notes.
• Ad-free tier pricing: If ads become more prominent on lower tiers, Netflix might find more justification for raising prices on premium plans. Any price changes would likely come with a few weeks’ notice to subscribers.
• Advertiser response: Brands will monitor engagement closely. If users react negatively to in-app ads by downgrading or canceling, the rollout might slow down. If ad revenue grows as anticipated, other streaming services could follow Netflix’s lead.
• Competitor moves: Disney+, Max, and Peacock also have ad-supported tiers. It’ll be interesting to see how they respond to Netflix’s strategy in the coming quarters.