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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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.

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

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