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Netflix’s ad tier hits 40 million users

Illustration by Nick Barclay / The Verge

Netflix’s expansion into an ad-supported model seems to be a hit. Today, at its 2024 upfront presentation, the streamer said that it now has 40 million monthly users on its ad-supported tier globally. That’s up from 23 million earlier in the year; it took six months for the option to hit 5 million users after it launched in 2022. As of April, the service had a total of 270 million subscribers across all tiers. Netflix also said that, in regions where ads are available, more than 40 percent of new users are signing up for the ad-supported tier.

As part of announcing the milestone, Netflix revealed that it’s planning to launch “an in-house advertising technology platform.” In a statement, Netflix’s president of advertising, Amy Reinhard,…

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