Netflix’s long awaited move into lower-cost ad-funded subscription packages will be handled by Microsoft which will be technology and sales partner, as the streaming giant responds to falling subscriber numbers.
According to Microsoft, its platform will provide advertisers with exclusive access to Netflix’s audience and ‘premium connected’ TV inventory.
In a statement, the tech giant said: “We’re excited to offer new premium value to our ecosystem of marketers and partners while helping Netflix deliver more choice to their customers.” The scheme will be based on Microsoft’s privacy policies.
Netflix chief operating officer Greg Peters said: “In April we announced that we will introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ads-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner.
“Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering. More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.
“It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life.”
Related stories
Subscription Britain hits pause button as purses tighten
More than 80% of Brits join the subscription economy
Covid lockdown fuels the growth of subscription Britain
How brands can make the subscriptions model work
Why memberships are key to winning consumer trust
