In a third-quarter earnings interview dominated by talk of advertising, top Netflix execs described it as a “sprint” to capture “a whole new audience” and a bid to woo advertisers affected by “the collapse of linear television”
execs described it as a “sprint” to capture “a whole new audience” and a bid to woo advertisers affected by “the collapse of linear television.”, who is leading the ad push, was asked by moderator and J.P. Morgan analyst Doug Anmuth about whether many subscribers to the ad-free tier would trade down to the ad-supported one. Any resulting loss of subscriber revenue could offset gains from advertising. The new Basic with Ads plan will cost $6.99 a month, compared with $15.
Peters said the prevailing incentive is increasing the overall subscriber tent, not to favor one class of subscribers in particular. “We’re not trying to steer our members to one plan or another,” he said. “We’re trying to take a pro-consumer approach and let them find and land with the plan that’s right for them.”
In terms of competition, Netflix at the start will compete more for linear TV ad dollars than the hauls taken in by digital giants like Google or Meta. “A lot of what makes digital attractive will be added over time,” Peters said. “We’re going to access a bunch of the capabilities that you’ve seen us leverage over the past 10 years” in building an algorithm-based offering.
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