In an effort to boost its revenue streams, Netflix has announced that it will introduce interactive advertisements within its subscription service for the first time. The new ad format, which will appear alongside select programming, will allow users to engage with ads in a way that hasn’t been possible before on the platform.
According to the company, the interactive ads will not only be targeted to individual user preferences, but will also provide opportunities for users to take action directly from the advertisement. This could include making purchases, learning more about a product, or even participating in a poll or survey, all without leaving the show they are watching.
A New Era of User Engagement
This move marks a significant shift in Netflix’s long-standing ad-free policy for its premium subscribers. The company has said that the ads will be limited to specific genres, and users will be given the option to skip them after a few seconds. While many users have expressed mixed reactions to the idea of ads in the paid service, Netflix assures that this initiative will not disrupt the user experience.
“We’re always looking for ways to innovate and provide value to our subscribers,” said Ted Sarandos, co-CEO of Netflix. “Interactive ads are a fun, engaging way to offer more choice to our members and open up new possibilities for advertisers.”
The ads will be tested in select markets starting in early 2025. Netflix’s move into interactive advertising comes as the streaming giant looks for new ways to monetize its platform amid intense competition from rivals like Disney+ and Amazon Prime.
