Netflix to bring ads to Ireland in major expansion plan
Netflix will begin showing ads in Ireland from next year, as it expands its plan to 15 new countries.
The streaming site has said that it is bringing its ad-supported tier to Ireland to give ‘advertisers more opportunities to reach our audience’.
Other countries that Netflix is bringing ads to include: Austria, Belgium, Colombia, Denmark, Indonesia, the Netherlands, New Zealand, Norway, Peru, the Philippines, Poland, Sweden, Switzerland and Thailand.
Netflix will begin showing ads in Ireland from next year onwards. Pic: Nikos Pekiaridis/NurPhoto via Getty Images
Currently, Netflix subscriptions cost from €11 to €24 per month, with no ads, depending on how many people can use the plan.
In the UK, where the streaming service already shows ads, plans can start at €6.92 for the ad-supported tier.
Amy Reinhard, Netflix’s President of Advertising, stated: ‘If the last couple of years were about proving we’re a durable player, this year is about establishing ourselves as a formidable one.’
Currently, Netflix subscriptions cost from €11 to €24 per month, with no ads. Pic: Mario Tama/Getty Images
In the countries that already have the option, viewers typically see around five minutes of non-skippable ads per hour of video streaming, before and during movies and TV episodes.
Reinhard said: ‘We’ve got cutting-edge technology, we’ve got great entertainment across shows, movies, podcasts, and live events, and we’ve got the most engaged and attentive audience.
‘We’ve proven we’re effective, and now we’re expanding ads to more places and we’re ready to compete with anyone.’
Viewers typically see around five minutes of non-skippable ads per hour of video streaming. Pic: Beata Zawrzel/NurPhoto via Getty Images
Other online streaming services, such as Disney+, have already introduced lower-priced subscription options that show ads in Ireland.
Netflix also revealed that it would be using AI to show more personalised ads to viewers based on what they watch.
The service claims that AI ‘should serve storytelling and the creative process’ and it will make advertising ‘easier and more efficient’.
Netflix said: ‘Last year, we began using AI to marry advertiser ad creative with the shows, films, and worlds our members love. We recently tested with DoorDash, Target, and TurboTax, and have significantly improved the quality and execution. We’re now bringing this capability to every ad-supported region by the end of the year.
‘We’re testing new personalised ad loads and frequency caps that dynamically adjust the ads our members see, based on their viewing behaviours.’
