This was a zero-to-one project that brought ads to Netflix, a platform that historically had promised “No ads” in the past. The challenges included updating value props to include this plan, collecting data to help advertisers target audiences and revealing that some movies or shows may not be included in this plan since we did not have the rights to display ads on them.
The challenge
People want to enjoy our content but aren’t willing to or able to pay our current membership prices. Due to price sensitivity, our growth is limited. In addition, this plan was had many more legal implications that included data collection, new terms of use and new agreements that came along with this new way to enjoy Netflix.
The thinking
Create a great member experience that lets people enjoy Netflix at a lower cost. Scale our thinking across the entire viewing, sign-up and change-plan experience, to create a foundation for what was coming next.
The results
A plan that has grown rapidly and spun off into its own business vertical. A projected 1 Billion dollar revenue gain in 2027.
