Is it possible to broadcast advertising on Netflix?

Published : 06/02/2025 16:24:18 Updated : 04/23/2025 16:27:17 Hot media to discover ! The Media Buying Academy : Basics to get started

Équipe Adintime

Pôle Marketing

Summary of the article :

A softer ad than TV
How do I advertise on Netflix?
An opportunity... or a false good idea?
And what about advertising on other streaming platforms?

For a long time, the answer would have been no. Netflix was the commercial-free, interruption-free platform, far removed from linear television and its advertising tunnels. But that was before. Since November 2022, everything has changed.

Netflix advertising does exist. It's still not widespread, but it opens a real door for brands, big or small, that want to showcase themselves in a premium environment. The question remains: is it really accessible to a company like yours?

A softer ad than TV

Netflix hasn't rushed its audience. Netflix advertising isn't 10 spots in a row, it's 4 to 5 minutes of commercials per hour. Commercial breaks are limited and integrated into selected programs, in a special formula called “Essential with commercials”.

The objective? Maintain a good user experience, while allowing brands to communicate. And it works: viewers are more attentive, less distracted than on other streaming platforms or social networks.

As an advertiser, this guarantees a rewarding, less saturated context. In other words, your messages are more likely to be seen.

How do I advertise on Netflix?

It's simple... but a little technical. Netflix does not sell advertising space directly. Microsoft Advertising manages the distribution of campaigns.

If you've already done some online advertising, the principle is pretty much the same: you choose your targets (age, geographical area, types of content viewed), prepare your video and set a budget.

The system is based on reliable data: each subscriber enters his or her date of birth, postal code and other useful information for precise targeting. All you need to refine your distribution.

But beware: this is not a “plug & play” platform for every small business. It's best to be accompanied (by an agency, for example) to avoid costly mistakes.

An opportunity... or a false good idea?

To be transparent, it all depends on your objectives. If you're looking for immediate conversions or to boost your average basket, Netflix advertising isn't the most direct channel. The format is perfect for image campaigns, product launches or awareness campaigns.

CPMs are high (higher than on YouTube or Meta), and results are still poorly documented on the SME side. This is therefore a lever to be tested cautiously, in a high-end communication logic.

And what about advertising on other streaming platforms?

Netflix is no longer alone in this field. Other streaming platforms, such as Disney+ and Amazon Prime Video, have also opened up their ad formats.

Amazon Prime Video advertising, for example, has been gaining momentum since 2024.

For an SME, this can create new opportunities. But beware: each platform has its own codes, rules and audience. What works on one won't necessarily work on another.