Netflix has onboarded Microsoft as its technology and sales partner to help power its first ad-supported subscription offering.
In April, Netflix announced that it would introduce a new lower-priced ad-supported subscription plan for consumers, in addition to its existing ads-free basic, standard and premium plans.
Announcing the development in a blog, Microsoft said, “Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory. All ads served on Netflix will be exclusively available through the Microsoft platform. The announcement also endorses Microsoft’s approach to privacy, which is built on protecting customers’ information.”
Mikhail Parakhin, President Web Experiences, Microsoft, said, “This is a big day for Netflix and Microsoft. We’re excited to offer new premium value to our ecosystem of marketers and partners while helping Netflix deliver more choices to their customers.”
Netflix COO Greg Peters, said, “Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering. More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.
Peters further said, “It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life.”