Netflix to start showing ads in Ireland
The streaming giant says that it will launch a new ad-supported tier to its subscription lineup in Ireland next year, likely at a cheaper price
The country’s biggest movie streaming service said that it is to expand its ad-supported tier to Ireland in 2027 as part of a strategy to commercialise its service more.The ads will likely appear on a new lower-cost Netflix tier, although the company has not yet specified pricing details.At present, Netflix costs from €11 to €24 per month, with no ads, depending on how many people can use the subscription and the quality of the stream.In the UK, where Netflix already has an ad-supported tier, it charges £6 (€6.92), slightly more than half of the standard subscription price, for the ad-supported option in a lower quality 1080p streaming standard.Typically, viewers see around five minutes of non-skippable ads per hour of video streaming, before and during movies and TV episodes.Other online streaming services, including Paramount Plus and Disney, currently have lower-priced subscription options that show ads.News in 90 seconds - Thursday, May 14Netflix says that its ad-supported tier reaches more than 250m global monthly active viewers since it began rolling it out in countries such as the US and UK.The company also says that it will start using more AI to show personalised ads to people based on what they watch.“We’re testing new personalised ad loads and frequency caps that dynamically adjust the ads our members see, based on their viewing behaviours,” the company said, announcing the ad expansion.“We’re leveraging AI to adapt existing advertiser assets so they look great in different canvases across the service, like vertical video ads or pause ads.Last year, we began using AI to marry advertiser ad creative with the shows, films, and worlds our members love.“Netflix reaches a unique and attentive audience for our advertising partners, as 44pc of members who see an ad on Netflix never saw it on broadcast TV or other streamers. Campaigns on Netflix drive almost twice the TV norm on long-term brand building and 23pc above benchmarks on purchase intent compared to competitors.”
