Netflix rolled out its 'The Year of Growth and Momentum' report, in which it revealed it will be launching an in-house advertising technology platform by the end of 2025.

Through this tech, Netflix will give advertisers new ways to buy, new insights to leverage, and new ways to measure impact.
Amy Reinhard, president - advertising, Netflix, said, "Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” 

In 2022, Netflix had announced a tech partnership with Microsoft. Reinhard stated that that will be taken forward 'this summer' as it is expanding its buying capabilities to include The Trade Desk, Google's Display & Video 360, and Magnite. They will join Microsoft as the main programmatic partners for advertisers.

She added, "We’re being incredibly strategic about how we present ads because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands."

While India doesn't offer an ad-based subscription model yet, Netflix now has 40 million subscribers to this tier. The report revealed that Netflix now has 40 million global monthly active users — up from 5 million a year ago. Over 40% of all signups in the ads countries now come from the ads plan.

Earlier this year, news reports suggested that this advertising-based subscription, which was rolled out in selected markets, will be discontinued in markets like Canada and the United Kingdom.

Overall, Netflix has more than 270 million subscribers. In 2023, viewers watched 183 billion hours of Netflix, according to the streaming company.