B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • Anthony Albanese
  • WPP
  • AI
  • NRL
  • Thinkerbell
  • EssenceMediaCom
  • State of Origin
  • Spotlight on Sponsors
  • imaa
  • Channel 10
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: “Broad Swath” Of Advertisers Joining Netflix’s Ad-Supported Tier
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > “Broad Swath” Of Advertisers Joining Netflix’s Ad-Supported Tier
AdvertisingTechnology

“Broad Swath” Of Advertisers Joining Netflix’s Ad-Supported Tier

Tom Fogden
Published on: 9th January 2023 at 12:18 PM
Tom Fogden
Share
3 Min Read
SHARE

Netflix’s president of worldwide advertising, Jeremi Gorman, said that despite challenges, the company’s new ad-supported tier was performing well and a range of brands were lining up to join the service.

Speaking at the Consumer Electronics Show (CES) in Las Vegas, Gorman told a panel at Variety’s Entertainment Summit that the company was pleased with its progress.

“It’s really across the board,” said Gorman.

“We’re seeing CPG companies, luxury companies, automotive companies…[and] retail. We’re seeing a broad swath… and I think we’ll continue to see that,” she added.

Gorman also discussed one of the primary complaints by advertisers, namely the high CPM prices.

“From a supply-demand perspective, the premium CPMs are reflective of two things: one is that we just couldn’t take that many advertisers. We certainly didn’t want to disappoint anybody. Then secondarily, the premium content environment in which the ads run I think warrants a high CPM,” she explained.

“I think we’re certainly humble enough to very much understand we’re top of market, and in addition to that, the market will more or less dictate to us what are reasonable CPMs.”

A broader issue for Netflix, however, has been licensing restrictions. As the service was not initially advertiser supported, many of its content deal did not include video on demand ad rights. In fact, the service was unable to run ads against some of its own Netflix Originals series. Gorman, however, was keen to demonstrate the company’s progress on rights.

“That’s progressing, as we speak, day by day. We’re renegotiating deals we made a long time ago,” she said, adding that the “vast majority” of content that people watch regularly — around 85 per cent to 95 per cent of content — is available in the ad-supported tier.

However, Gorman was unable to discuss the financials of the new ad supported tier. She did say that the company was “pleased with the growth” it was seeing.

Currently, the ad-supported tier is only available in Australia, the US, UK, France, Germany, Spain, Italy, Japan, Korea, Brazil, Canada, and Mexico.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: ces, Netflix
Share
Tom Fogden
By Tom Fogden
Follow:
Tom is B&T's editor and covers everything that helps brands connect with customers and the agencies and brands behind the work. He'll also take any opportunity to grab a mic and get in front of the camera. Before joining B&T, Tom spent many long years in dreary London covering technology for Which? and Tech.co, the automotive industry for Auto Futures and occasionally moonlighting as a music journalist for Notion and Euphoria.

Latest News

TV Ratings (17/06/2025): 1.5 Million Tuned In For Finale As Farmer Corey Chooses His Wife
18/06/2025
The Future Belongs To The Bold
18/06/2025
UK Broadcasters Unite To Launch Single Advertising Marketplace For SMEs
18/06/2025
Accused Mushroom Killer Fuels Record Listener Surge For ABC Podcasts
18/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?