Netflix talks with Google about advertisements as Sarandos is ready to handle Cannes this week

LOS ANGELES, CALIFORNIA – JUNE 12: Netflix CEO Ted Sarandos attends Netflix’s FYSEE occasion for “Squid Sport” at Raleigh Studios Hollywood on June 12, 2022 in Los Angeles, California. (Photograph by Charley Gallay / Getty Pictures for Netflix)

Charley Gallay | Getty Pictures Leisure | Getty Pictures

CANNES, France – Because the world’s greatest promoting convention will get underway right here this week, all eyes might be on Netflix for clues on how the streaming large plans to interrupt from its ad-free enterprise mannequin to supply a less expensive subscription for the primary time.

Netflix Co-CEO Ted Sarandos is scheduled to cap off per week of panels with a chat on Thursday on the Cannes Lions pageant, which is returning after a two-year hiatus in the course of the pandemic and has named Sarandos its “Leisure Particular person of the Yr. ” The panel comes amid expectations that demand will develop for cheaper, ad-supported streaming subscriptions as inflation pressures folks to chop prices.

Attendees will even be searching for clues on who Netflix will associate with for its foray into the promoting world, which it plans to ramp up shortly to begin promoting advertisements as early because the fourth quarter. Sources instructed CNBC that Netflix has met with Google, which makes most of its income from advertisements. It has additionally met with Comcast / NBCUniversal and with Roku to debate ad-sales partnerships, as beforehand reported by The Info. NBC Common and Google declined to remark.

“We’re nonetheless within the early days of deciding the best way to launch a decrease priced, ad-supported possibility and no selections have been made. So that is all simply hypothesis at this level,” Netflix stated in an announcement.

The corporate is trying to safe a advertising and marketing companions within the subsequent two to a few months and shortly rent a senior govt and assemble a group to handle the connection with its companions, in keeping with a supply who requested anonymity.

Making the advert {dollars} flowing into streaming leisure is high of thoughts for a lot of pageant attendees. In April, Netflix stated it could supply a less expensive ad-supported possibility after it reported shedding subscribers for the primary time with intensifying competitors within the streaming house. Sarandos’ discuss at Cannes was scheduled earlier than Netflix introduced its coming transfer.

Learn extra: Netflix reconsiders the concepts that made it distinctive

Disney + can also be making ready to launch an ad-supported service later this yr. Paramount + has an ad-supported tier and free ad-supported Pluto. The newly merged Discovery Warner Brothers with a mixture of its anticipated streaming providers, and Roku, with its rising advert enterprise. CNBC’s father or mother firm NBC Common additionally already presents a less expensive ad-supported subscription for its Peacock service.

The corporate might want to weigh the benefits and downsides of every of the potential companions. Google, for instance, has the benefit of being the world’s largest advert large, however has much less expertise with leisure content material regardless of its latest push into house.

Comcast doesn’t have the worldwide attain as Google, however its NBC Common unit is a pacesetter in promoting advertisements for that premium TV content material. The cable large’s Freewheel advert tech platform can also be utilized by many media corporations and will supply Netflix its programmatic ad-buying instruments. Plus, NBC Common simply expanded its partnership with Apple to promote its advertisements, setting a precedent for it partnering to promote advertisements for premium content material at scale.

Learn extra: Netflix’s binge-release mannequin is beneath new scrutiny

Another choice is Roku, a longtime associate of Netflix that was beforehand spun off from the streaming large. As the most important TV working system within the US, Roku has the benefit of its scale within the US, Canada and Mexico and its perception into ad-supported subscription developments.

The potential partnerships would proceed an extended historical past of rivals teaming up within the media business. As a content material distributor and an leisure firm, for instance, Comcast recurrently strikes distribution offers with rivals to its NBC Common. And Roku companions with streaming apps whereas providing its personal free ad-supported different within the Roku Channel.

The stakes are excessive for Netflix. Its inventory is down practically 50% because it warned of its contracting subscriber base. Providing a less expensive ad-supported service is one solution to cease the cancellations from persevering with as folks look to trim prices, however Netflix has to make sure the promoting expertise will not flip off viewers.

Disclosure: CNBC is owned by Comcast’s NBCUniversal.


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