SAN JOSE, California: US-based streaming giant Netflix on May 14 announced a major upgrade to the streamer's advertising technology, powered by data and generative artificial intelligence.
Generative AI will be used to tailor new ad formats that "marry advertisers' ads with the worlds of our shows", the company said.
These new formats will be available in all ad-supported countries by 2026, Netflix said.
From next year, ads will also appear when playback is paused, Netflix added.
Netflix now has more than 94 million global users on its cheaper, ad-supported tier. In November, the figure was still around 70 million. The company has not provided detailed figures on overall subscriber development in 2025.
At the end of 2024, there were around 300 million customer households worldwide, with Netflix estimating that more than 700 million people use its service.
With the growth of its ad-supported tier, Netflix is becoming increasingly attractive to advertisers who have traditionally relied on linear TV.
The Netflix Ads Suite, the company's own advertising platform, is already live in the US and Canada and will launch next week across Europe, the Middle East and Africa, the company said in a statement.
By June, it will be available in all 12 countries where Netflix offers its ad-supported subscription plan, the company added.
Advertising on Netflix can be personalised based on more than 100 interests in over 17 categories, the company said. – dpa
