Name: Netflix Wants More Ads and It Has a New Plan to Get Them
Uploaded: 2023-07-28T12:35:00Z
Duration: 6 min 16 s
Description: Netflix is reworking its deal with Microsoft and changing its prices for advertisers in an effort to jump-start its ad-supported tier. WSJ deputy media editor Jessica Toonkel joins host Zoe Thomas to explain the shift. Photo: Getty Images

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"We're trying to build an infrastructure at a pace the world has never seen before," Said Mike Intrator, CEO of CoreWeave. This interview was recorded on Jan. 21, 2026, at the World Economic Forum meeting in Davos, Switzerland.

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CoreWeave CEO on Whether the AI Boom Is a Circular Economy

"The promise of AI is starting to get traction," said Mike Intrator, CEO of CoreWeave. This interview was recorded on Jan. 21, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260130/d1a78d1d-5153-453e-b4f6-6071639a1866/1/hls/manifest-hd-wifi.m3u8

CoreWeave CEO on the Future of the 'AI Economy'

"Nvidia has been an absolutely incredible partner for CoreWeave," said Mike Intrator, CEO of CoreWeave. This interview was recorded on Jan. 21, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260130/d8bc483e-3a75-466a-8e14-6c1712b12f14/1/hls/manifest-hd-wifi.m3u8

CoreWeave CEO on the Company's Relationship With Nvidia

Mike Intrator, CEO of CoreWeave, discussed the company's investments in self-built data centers, as well as third-party infrastructure. This interview was recorded on Jan. 21, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260130/3116ef6f-8fc2-43d8-a8e5-1c7b2aa839a4/1/hls/manifest-hd-wifi.m3u8

CoreWeave CEO on the Company's Data Centers

Mike Intrator, CEO of CoreWeave, explained why the company's relationship with Nvidia is "symbiotic but not equal," the future of the AI economy, and more as part of a conversation with Barron's editor at large Andy Serwer. This interview was recorded on Jan. 21, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260129/92afbff0-1175-4030-a383-f6a94b7dd910/2/hls/manifest-hd-wifi.m3u8

CoreWeave CEO on Nvidia, AI, and Building the Cloud

Joseph Dominguez, President and CEO of Constellation, discussed global aspects of the energy business. This interview was recorded on Jan. 20, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260122/dbf8069d-2eb7-4993-95e2-df86725f078f/1/hls/manifest-hd-wifi.m3u8

Constellation CEO on Transmitting Energy Globally

Joseph Dominguez, President and CEO of Constellation, discussed the future of the electric vehicle industry. This interview was recorded on Jan. 20, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260122/669e068f-d199-4ee5-9376-7eb2e8a83461/1/hls/manifest-hd-wifi.m3u8

Constellation CEO Sees Steady Growth for EV Demand

Joseph Dominguez, President and CEO of Constellation, discussed President Donald Trump's call for an emergency power auction. This interview was recorded on Jan. 20, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260122/52e7ac58-b132-4bcb-b752-a15c6e189bb5/1/hls/manifest-hd-wifi.m3u8

Constellation CEO on Trump's Plan to Cut Mid-Atlantic Electrical Bills

This level of energy demand has not been seen "in a long period of time," said Joseph Dominguez, President and CEO of Constellation. This interview was recorded on Jan. 20, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260122/082972b7-68f3-4df5-978c-7da79ff3fd50/1/hls/manifest-hd-wifi.m3u8

Constellation CEO on What Hyperscalers Mean For the Energy System

At Barron's

"Your 9-5...is just not going to do it," Nick Magguilli, personal finance expert, said on Barron's Streetwise podcast.

https://m.wsj.net/video/20251216/e6897805-d131-4cc4-9c59-ca03b0c0b958/1/hls/manifest-hd-wifi.m3u8

How to Scale Your Net Worth

TJ Thornton, Head of Global Research Product Marketing at BofA Securities, talks to Jack Hough about his favorite stocks outside of AI.

https://m.wsj.net/video/20251210/f9c1a95c-5a0e-4349-9fe4-73b3ac53bfb8/1/hls/manifest-hd-wifi.m3u8

BofA’s Favorite Non-AI Stocks

Jack Hough talks to TJ Thornton, Head of Global Research Product Marketing at BofA Securities about diversifying stocks to hedge AI risks.

https://m.wsj.net/video/20251210/8e164ff7-1500-4c2f-8713-e891c640a0f4/1/hls/manifest-hd-wifi.m3u8

Evaluating Investing Opportunities Beyond AI

Steve Quirk, chief brokerage officer at Robinhood, breaks down the value of tokenizing stocks in different markets.

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Unpacking Tokenization for Everyday Investors

Jack Hough talks to Steve Quirk, chief brokerage officer at Robinhood, about trends in retail investing.

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How Robinhood Reshaped the Trading Landscape for an Entire Generation

Streetwise host Jack Hough sat down with strategist Scott Wren to discuss how the AI-fueled market run stacks up against the dot-com boom.

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AI vs. The Dot Com Bubble

Bank of America’s Haim Israel shares what’s next for Nuclear Energy development.

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The Outlook For Nuclear

Jack talks to Lyft CEO David Risher about growth potential in the company.

https://m.wsj.net/video/20250929/ae62b70e-912b-4ce7-ae63-1b2652628bae/1/hls/manifest-hd-wifi.m3u8

Lyft's Ride to Profit

The stock market is expensive. What does that mean for your portfolio? Jack sits down with Franklin Templeton’s Matt Quinlan to talk dividend investing, and whether it’s a good move in a pricey market.

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Dividends and Capital Appreciation

Barron's Streetwise

Anthea Tjuanakis Cox, Morgan Stanley’s head of financial planning, discusses key trends that advisors should consider when offering clients financial advice.

https://m.wsj.net/video/20260127/2debf803-64bf-4584-81dc-c92da72b7ed3/1/hls/manifest-hd-wifi.m3u8

Five Trends ‘Coalescing’ in Wealth Management

Interviews with top wealth management professionals about topics including compensation, hiring, marketing, next-gen, and more.

Advisors who can successfully serve a family with starkly different priorities represents the "alpha" that deepens the value of financial advice, says Anthea Tjuanakis Cox, Morgan Stanley’s head of financial planning.

https://m.wsj.net/video/20260127/2fd71263-ad5a-47f3-b7b8-9f784fd5f557/3/hls/manifest-hd-wifi.m3u8

Reconciling Divergent Values in Multigenerational Planning

For younger clients, advisors should discuss immediate life goals, not just distant  milestones, says Anthea Tjuanakis Cox, Morgan Stanley’s head of financial planning. “‘Make sure that you bring in the things that are actually relevant now.”

https://m.wsj.net/video/20260127/a12a45bb-eb55-40ec-bdaa-03cf9e74c32c/1/hls/manifest-hd-wifi.m3u8

Generational Differences and Advising Digitally Native Clients

Anthea Tjuanakis Cox, Morgan Stanley’s head of financial planning, says that when providing financial planning, advisors should offer multiple scenarios to reduce client anxiety and ensure that all parties involved feel seen.

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Advisors Should Share ‘Multiple Versions of Reality’ With Clients

“When you are with a prospect, a client, or a center of influence—anyone who has the ability to connect you—use the word introduction or connection,” says Bill Cates, founder of Referral Coach International.

https://m.wsj.net/video/20260113/61e36ad7-2500-42fb-abff-a52ca20310e8/1/hls/manifest-hd-wifi.m3u8

Why Advisors Should Embrace the Word ‘Introduction’

Bill Cates, founder of Referral Coach International, explains how advisors can learn more about their clients and build trust in the process.

https://m.wsj.net/video/20260113/ce45e37f-bb13-4b0c-896f-c7068a9e3fa0/1/hls/manifest-hd-wifi.m3u8

‘Three Magic Words’ That Advisors Should Say to Clients

“True relevance is all about empathy and really knowing your market and really knowing the people you are trying to reach,” says Bill Cates, founder of Referral Coach International. “That builds trust.”

https://m.wsj.net/video/20260113/85e0ebeb-a785-4705-b6af-5525daba48fd/1/hls/manifest-hd-wifi.m3u8

Relevance, Empathy, and Trust

Bill Cates, founder of Referral Coach International, describes how financial advisors can distinguish themselves from competitors.

https://m.wsj.net/video/20260113/bcc0f384-0f4a-4f62-bce9-6526a43e8948/1/hls/manifest-hd-wifi.m3u8

What’s Your Differentiator?

Although the northeast is still a “very strong market,” advisors and wealthy clients have been moving to the Southeast since Covid, says Jeff Gonyo, head of Wealth Management at Steward Partners.

https://m.wsj.net/video/20251229/3365335d-5a6e-435b-8ac2-df76d0ebcb93/1/hls/manifest-hd-wifi.m3u8

Advisors and Wealth Are Shifting to the Southeast

Barron's Advisor The Way Forward

Emily Green, head of wealth management at Ellevest, discusses the company’s intensive approach to training advisors on alternative investments.

https://m.wsj.net/video/20260122/3a98e5d9-ae20-4526-ae91-8a3df74c93a0/1/hls/manifest-hd-wifi.m3u8

How Ellevest Works With Advisors and Alternative Investments

Clients are concerned with the timing of distributions and the after-tax return of a fund and focus more on the value they receive than a fund’s fees, says Emily Green, head of wealth management at Ellevest.

https://m.wsj.net/video/20260122/eef5dc96-9ac0-4f4b-9944-c36951d47e40/1/hls/manifest-hd-wifi.m3u8

The Things That Clients Care Most About

Emily Green, head of wealth management at Ellevest, says advisors should “show up” where women are, be sensitive about how they are showing up, and focus on helping clients achieve their goals.

https://m.wsj.net/video/20260122/33e77af3-1032-4891-9284-c455d900f9d2/1/hls/manifest-hd-wifi.m3u8

Three Effective Ways for Advisors to Reach More Women

Ellevest’s head of wealth management discusses how the firm is addressing the gender wealth gap and how its advisors are helping female clients with all aspects of financial planning.

https://m.wsj.net/video/20260122/7bcfe251-9b72-47e7-b6d2-46b70f68b77c/1/hls/manifest-hd-wifi.m3u8

Emily Green: Women, Investing, and the Great Wealth Transfer

The Ameriprise Financial Services private wealth advisor discusses the centrality of the advisor-client relationship, the shift to holistic planning, and reasons why the financial planning process should be simplified.

https://m.wsj.net/video/20251216/0763524d-fc27-4495-a779-bbb533e16abc/1/hls/manifest-hd-wifi.m3u8

Doug Messina: The Importance of Strong Client Relationships

In terms of business continuity, “We don't leave until the client says, ‘yeah, I'm comfortable with so and so now and I know how to reach you if I need you,’” says Doug Messina, private wealth advisor with Ameriprise Financial Services.

https://m.wsj.net/video/20251216/32c51a2b-7ac0-4867-a758-7dd04ed104a1/1/hls/manifest-hd-wifi.m3u8

Transitioning Clients to a New Financial Advisor

“If you’re only hyper-focused on what’s happening in the market, it’s not going to do a whole heck of a lot,” says Doug Messina, private wealth advisor with Ameriprise Financial Services.

https://m.wsj.net/video/20251216/d08e7cf8-15b2-4d7b-b911-be1fa6058a65/1/hls/manifest-hd-wifi.m3u8

‘You Have to Be Able to Connect With People’

Be honest, be yourself, and “put yourself in the client’s position,” says Doug Messina, private wealth advisor with Ameriprise Financial Services.

https://m.wsj.net/video/20251216/e3bd3c54-c3c9-4856-b27b-52e1f20f96b3/1/hls/manifest-hd-wifi.m3u8

3 Pieces of Advice for Younger Advisors

Advisors need to “invest in the younger folks,” says Merrill Lynch private wealth advisor Tony Carpentieri, who asserts that developing “energetic, new, up and coming, and emerging players is the most important part” of succession planning.

https://m.wsj.net/video/20251204/b5efe5ba-edf5-4dc7-9040-2739b43dd9c4/1/hls/manifest-hd-wifi.m3u8

The ‘Most Important’ Part of Succession Planning Today

Barron's Advisor Next Generation

Will Nvidia and other technology companies keep powering the stock market in 2026? We'll speak with two veteran money managers about their views on tech and their favorite stocks for the coming year.

https://m.wsj.net/video/20251212/5683d7a0-ed1f-4e3c-b913-bb3367ea3abd/1/hls/manifest-hd-wifi.m3u8

Finding Bargains in a Pricey Market

Explore what could go right for investors, and what could go wrong, in a year that will see the AI trade evolve, the Fed's leadership change, and global competition for resources increase in this 2026 Outlook.

https://m.wsj.net/video/20251212/573f5954-c4ab-43e9-804d-f1ea93fbb70c/1/hls/manifest-hd-wifi.m3u8

Meeting the Challenge

Stocks are expensive, risks abound, and AI is about to change the world. Other than that, building a calamity-proof retirement portfolio should be a cinch. Tune in as two veteran money managers size up the markets and share their investment ideas.

https://m.wsj.net/video/20250211/17a5e7d6-7c36-44b0-a35e-bf5ac3a24194/1/hls/manifest-hd-wifi.m3u8

Saving for a Sunny Day

Research shows that people greatly underestimate the healthcare costs they’ll face in retirement. Learn from experts how to estimate those costs, prepare for potential long-term care needs, and manage healthcare expenses in retirement.

https://m.wsj.net/video/20250211/e7c022d9-badf-4e95-8e7c-0b6fce9f7823/1/hls/manifest-hd-wifi.m3u8

Are You Fiscally Fit?

Surging power demand, new energy sources, and growing competition have spurred the utility industry to become more innovative than ever before. Our panelists will unpack the changes afoot and explore what lies ahead for companies, customers, and investors.

https://m.wsj.net/video/20240917/001ea098-1fcc-4da5-9f0e-a3b149bbb2fb/1/hls/manifest-hd-wifi.m3u8

Not Your Father's Utility

Modernizing America's grid will take creativity and money -- lots of money. Learn how players across the power sector can achieve their electrification goals and serve new customers without breaking the bank for consumers.

https://m.wsj.net/video/20240917/bd6bd43a-bb07-4b7f-9d1c-6ae04220bea9/1/hls/manifest-hd-wifi.m3u8

Ready for a Revamp?

The launch this year of Bitcoin ETFs has made it easier for investors to buy and trade the cryptocurrency. But is that a wise move, and if so, how much crypto should you own?

https://m.wsj.net/video/20240529/cbb77f15-ef70-445d-85ae-5f02c24ea1ef/1/hls/manifest-hd-wifi.m3u8

Investing in Cryptocurrencies

Bitcoin and other digital currencies reside on software networks that aim to revolutionize everything from finance to art. Barron's talks to industry experts about the outlook for blockchain technology and its potential uses.

https://m.wsj.net/video/20240529/8f60a5ea-6de4-4c3c-b7c2-12b11aaa99f3/1/hls/manifest-hd-wifi.m3u8

Is Crypto Really a Game-Changer?

Persistent inflation means retirement savings don't go as far as they once did. We discuss the best inflation hedges, and how retirees can benefit from higher-for-longer interest rates.

https://m.wsj.net/video/20240429/69577ad6-cbaf-4d34-96f1-c42136e26aa2/1/hls/manifest-hd-wifi.m3u8

Protecting Your Nest Egg from Rising Prices

Barron's Roundtable

Whether you're leading a transition, building a scalable team, or just trying to stay ahead of the curve, this episode will give you practical insights to lead smarter and grow stronger.

https://m.wsj.net/video/20251010/fd26d60b-d1e6-409b-b51b-101da4aaa368/1/hls/manifest-hd-wifi.m3u8

Next-Gen Leadership Meets Smart Innovation

Electric vehicles sales are growing but not at the pace some expected. Some would-be buyers worry about the range of EV charging, and others are swayed by politics. But innovators from Detroit to Silicon Valley still envision a dramatic shift in how we get around. What’s going on and what’s next?

https://m.wsj.net/video/20240603/5784fa60-791c-47ad-9740-42e4553de5c4/1/hls/manifest-hd-wifi.m3u8

Forces Shaping EV Adoption and the Future of Driving

Success in improving the power grid to accommodate the electricity demands of the future will be a boon for companies doing the work and utilities that succeed. Explore the investing risks and opportunities.

https://m.wsj.net/video/20240522/2b825c69-2687-4d88-923b-0c8f523a2f67/1/hls/manifest-hd-wifi.m3u8

How to Invest in Initiatives to Bolster the Power Grid

Joanna Rotenberg, Fidelity's president of personal investing, discusses ways to make investing more accessible and how to bolster your own financial security.

https://m.wsj.net/video/20231025/8ad733df-ac90-41fd-9655-7761b3e0532c/2/hls/manifest-hd-wifi.m3u8

Mind the Gap: Demystifying Investing

Reshma Kapadia sits down with Cozy Wittman of College Inside Track to discuss how to tackle all things college, from what admission officers are seeking today, to navigating the different ways to funding higher education and evaluating the ROIs.

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Decoding the College Search and Financing Puzzle

Nicole Webb, financial advisor and SVP at Wealth Enhancement Group, shares ways to navigate the real estate market this spring whether you are a first-time buyer, a retiree downsizing or someone who is relocating or looking for a second home.

https://m.wsj.net/video/20230424/93eb00e1-caf0-4e83-9fc7-b502a57dc546/1/hls/manifest-hd-wifi.m3u8

Pro Tips on Buying and Selling a Home

Reggie Fils-Aimé, former president and COO of Nintendo of America, joins Barron's deputy editor Alex Eule to discuss his unlikely rise to the top, and the risks he took once there to beat the odds and achieve success.

https://m.wsj.net/video/20220630/61e2296d-ab1a-4216-ae65-24676447c616/1/hls/manifest-hd-wifi.m3u8

How Nintendo's Former President Disrupted the Gaming Industry

2050 Wealth Planners co-CEO Lazetta Rainey Braxton, Sequoia Financial Planners vice president Elizabeth Scheiderer, and MoneyZen founder Manisha Thakor offer tips on how to prepare for recession, inflation, caregiving needs.

https://m.wsj.net/video/20220617/a71025ce-518b-49b9-b098-21417863f8ce/1/hls/manifest-hd-wifi.m3u8

Financial Advice for the Inflation-Weary

Families and advisors have a lot to navigate when it comes to generational wealth transfer. Add sustainable investing to the list. Examine strategies to help close the generational divide. From the Dow Jones Energy & Sustainability event series.

https://m.wsj.net/video/20230210/85cbf3f9-b5ab-4bfa-93c6-f8e8a247d386/1/hls/manifest-hd-wifi.m3u8

Sustainable Investing and the Wealth Transfer

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Netflix is reworking its deal with Microsoft and changing its prices for advertisers in an effort to jump-start its ad-supported tier. WSJ deputy media editor Jessica Toonkel joins host Zoe Thomas to explain the shift. Photo: Getty Images

https://m.wsj.net/video/20230728/32ed40bf-0919-4b84-b748-ce0659363577/1/hls/manifest-hd-wifi.m3u8

Netflix Wants More Ads and It Has a New Plan to Get Them

Zoe: Welcome to Tech News Briefing. It's Friday, July 28th. I'm Zoe Thomas for the Wall Street Journal. The launch of Netflix's ad supported tier was meant to help the company boost revenue. It made a deal with Microsoft last summer to help jumpstart the business, but eight months after it launched, the $6.99 a month ad tier is still struggling to gain traction and now we can exclusively report Netflix is reworking its steal with Microsoft and lowering prices for advertisers. With us to talk about that is our deputy media editor Jessica Toonkel. Jessica, give us a bit of background. What is this partnership between Netflix and Microsoft for?

Jessica: So last year when Netflix announced it wanted to launch an ad tier, it went out to the market to look for a partner to help do it 'cause it had never had ads before. So they went out, they did a request for proposal and Microsoft won that deal. Microsoft's ad service was pretty small. It was not known for its video capabilities so it was very surprising to many people when Microsoft won.

Zoe: And what exactly is Microsoft supposed to be doing for Netflix?

Jessica: So Microsoft is supposed to be actually building the ad tech so that they could serve the ads to the viewers so that when you're watching a show the ad will show up and it'll look seamless. As well as out there talking to advertisers and selling ads. Remember, Netflix had no ad sales team. I mean, since they've signed this deal they have hired two executives to oversee the ad effort. Both of them are actually from Snap so they are building their own team. But that was the design. Microsoft was gonna do that. And as part of this deal, and one of the reasons we believe Microsoft won the deal is there was a guarantee of revenue. So Microsoft basically said, "While we're in this deal, we're gonna guarantee you this amount." Which we believe to be in billions of dollars of ad revenue. So even if we don't hit that Netflix, you will make this much money over the next few years in ad revenue.

Zoe: But you and your colleagues have been speaking with people familiar with the plans and now you are reporting that Netflix is looking to make changes to that deal, right? What do they wanna shift?

Jessica: One of the things that is shifting is the guarantee it was ambitious. It is harder than it looks to launch an ad tier in a very short period of time. I will say they announced they were doing this last year and they had it up and running by November. So it was lightning speed that they got this all together. And they're also changing some of the parameters of the deal. So right now if an advertiser wants to buy ads on the Netflix surface they have to do that through Microsoft. They're gonna open it up to other ad tech companies like a Comcast for example, so that if I'm an advertiser there are more places for me to buy the ads.

Zoe: Do we know how Netflix has felt about the deal or how executives inside Netflix have felt about the deal so far?

Jessica: Our understanding is that Netflix was pretty frustrated with how slow going everything was. They wanted to scale, get bigger a bit faster. Microsoft doesn't have an international sales team of scale. So that was one issue that there was like certain countries that they really wanted to grow really quickly in and they weren't able to because Microsoft wasn't able to do that. At the same time, Netflix has been building its own sales process. I mean, to be fair to Microsoft, Microsoft signed this deal but then Netflix hired these two SNAP executives who are obviously wanting to make their own decisions. So they're beholden to a guarantee but it's not their strategy anymore.

Zoe: Netflix is also lowering prices for advertisers. Why did the company feel it needed to do that?

Jessica: So it's all sort of part of the same thing because it is a smaller number of people using the ad tier. They need to try to get more advertisers to spend money on it. So it's like kind of a vicious circle. Advertisers don't wanna buy a lot of ads on a tier, if not that many people are watching it because you run the risk of you seeing that same ad over and over again. So they're lowering their price. And also, you know, the ad market is tough right now so the fact that they're doing that is not a huge surprise

Zoe: Put all together though, what does this tell us about Netflix's ad efforts and just how they're going so far?

Jessica: Netflix's ad efforts are slow going, but again I wanna repeat, it's super early days for them. It is not, you know, material to their revenue right now. They're hoping it will be at some point, but the advertising market is slow right now for multiple reasons. The economy, the strikes from the writers and the actors isn't helping. So all of these things are, you know making it a tough market right now

Zoe: We're talking about it from the advertisers perspective. What about from a customer perspective? Are they doing anything to get more customers to sign up for this option?

Jessica: Well, so the reason they rushed this out so quickly was 'cause they wanted to have it out before their other big initiative which is cracking down on password sharing. 'cause what they are hoping is anyone who is, as they say borrowing someone's password, will sign up for their own subscription on the ad tier because it's a higher revenue. So that is the play. The question that everyone's asking is if you are borrowing someone's Netflix account right now is are you gonna go to the $6.99 ad tier or are you gonna have the person you're borrowing from pay more to have you on their tier? And that's the discussion going on in everyone's families today.

Zoe: Yes, all of us are asking that question. That's our deputy media editor, Jessica Toonkel. And that's it for this week's tech news briefing. TNB's producer is Julie Chang. Our supervising producer is Melanie Roy and our executive producer is Chris Hinsley. I'm your host, Zoe Thomas. Thanks for listening and have a great weekend.

WSJ’s tech podcast featuring breaking news, scoops and tips on tech innovations and policy debates, plus exclusive interviews with movers and shakers in the industry.