Netflix Ads in 2025: A New Frontier for Media Buyers?

Netflix, once the bastion of ad-free streaming, has embraced advertising to diversify its revenue streams. This shift opens new avenues for media buyers to tap into Netflix’s Ads and reach a vast and engaged audience. 

Is this an opportunity you’ve been looking for? Let’s discuss. 

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❌ Does Netflix Have an Affiliate Program?

Does Netflix have ads? Yes. Does it have an affiliate program? Well…

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Understanding Netflix Ads and Supported Plans

Why does Netflix have ads? Of course, the platform needs money to support it’s functionality. Another reason why did Netflix add ads – to keep the prices for subscription plans affordable.

When did Netflix get ads? In late 2022 and has evolved to become a significant part of its subscription offerings.

The “Standard with Ads” plan is priced at $7.99 per month, providing access to a wide range of content with intermittent advertisements. Netflix no-ads price starts from the “Basic” plan that is $8.99 per month.

🔍 Key Features:

• How Long Are Netflix Ads: Typically range from 15 to 30 seconds. ​
  
• Ad Placement: Advertisements are strategically placed during natural breaks in content to minimize disruption. Ads are available not only within content, but on Netflix website (main page or series landing pages, we’ll add an example below).
  
• Content Availability: Some titles may be unavailable on the ad-supported plan due to licensing restrictions.
  

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Advertising Opportunities for Media Buyers

Netflix’s foray into advertising presents unique opportunities for media buyers:​

• Targeted Advertising: Leverage Netflix’s data to target audiences based on demographics, viewing habits, and preferences.
  
• Ad Formats: Choose from pre-roll, mid-roll, and post-roll ad placements to align with your campaign goals.
  
• Payment model: Netflix employs a CPM (cost per thousand impressions) model, allowing flexibility in budgeting for campaigns. ​

Budget Considerations for Netflix Ads in 2025

🎯 CPM Rates

As of 2025, the CPM rates vary based on the purchasing method and targeting options:​

• Programmatic Inventory: CPMs range between $20–$30, offering a more flexible and cost-effective entry point for advertisers.
  
• Direct Insertion Orders: For advertisers opting for direct deals, CPMs are higher, typically between $45–$65, depending on volume commitments and specific targeting criteria. 

So, will this cost you a fortune? Yes, it will. And here is how much exactly: 

Direct Insertion Orders

• These are handled directly by Netflix’s sales team (often for larger brands).
  
• Estimated Minimum Spend: $500,000+ USD per campaign.
  
• Netflix has been known to require large volume commitments – making this model mostly suitable for enterprise-level advertisers or global campaigns.

Programmatic Buying (via Microsoft/Xandr)

• Netflix partners with Microsoft, namely Xandr to support programmatic ad buying.
  
• This channel allows more flexibility, especially for regional or performance-focused buyers.
  
• Estimated Minimum Spend: $50,000–$100,000 USD.
  
• Some media buyers report being able to start at $50K with limited targeting or regional focus, depending on campaign goals.

Netflix Ad Manager, a self-service platform launched in late 2024, may eventually lower entry barriers, but as of now, it’s still limited in rollout and scope. What’s that? Read below.

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How Does Netflix Ads Manager Work?

While Netflix Ads started with high-touch, direct campaigns, they’ve introduced Netflix Ad Manager to open up the platform to more advertisers.

It’s still rolling out, but here’s what it does – and how it works:

What Is Netflix Ad Manager?

Netflix Ad Manager is a self-service platform that allows advertisers to:

• Upload creatives
  
• Set campaign budgets and timing
  
• Choose targeting preferences
  
• Track campaign performance

It’s designed to be simple and beginner-friendly, ideal for brands without a massive media team.

Key Features:

• Easy-to-use dashboard: Similar to Meta or Google Ads.
  
• Audience targeting: Based on Netflix’s viewer data (age, gender, device, interests).
  
• Geo-targeting: Run campaigns by country or specific regions.
  
• Creative tools: Upload 15–30 sec video ads, thumbnails, CTA overlays.
  
• Reports: See impressions, completion rates, viewability, and more.

🚨 Limitations (as of 2025):

• It’s not open to all advertisers yet, only for those who are based in United States, Canada, Brazil, Mexico, United Kingdom, Italy, France, Spain and Germany.
  
• Still primarily used for small-to-mid-sized campaigns with approved brands.
  
• Some advanced targeting and frequency capping features may only be available via managed services.

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How to Start with Netflix Ads: Step-by-Step for Media Buyers

So, you want to see your ads on Netflix? Maybe, on Squid Game 3? Let’s walk you through the process – no plot twists, we promise.

Step 1: Define Your Budget and Goals

Before you even knock on Netflix’s digital door, decide:

• Your campaign objective (brand awareness, conversions, etc.)
  
• Your estimated budget (minimum ~$50K via programmatic, $500K+ for direct buys)
  

Step 2: Choose a Buying Route for Netflix Ads

Netflix offers two main paths:

• Direct IO (Insertion Orders) – For big brands, handled by Netflix’s internal sales team.
  
• Programmatic (via Microsoft/Xandr) – More flexible, supports smaller regional buys, and has performance options.

👉 If you’re not an enterprise advertiser, you’ll likely go programmatic through an agency or demand-side platform (DSP).

Step 3: Request Access or Partner Up

You can’t just log into Netflix Ads like Google Ads (yet). So:

• Reach out to Netflix Ads directly if you’re doing IO.
  
• Find a certified programmatic agency with access to Netflix ad inventory via Microsoft/Xandr.

Pro tip: Ask your DSP rep if Netflix is enabled in their inventory sources.

Step 4: Choose Your Ad Format

Netflix supports a variety of formats:

• Pre-roll, mid-roll, and post-roll video ads
  
• “Binge ads” (get 1 episode ad-free after watching ads up front)
  
• Sponsored tiles on Netflix’s homepage (🔥 branding move)

Step 5: Launch, Monitor, Optimize

Once approved and your creatives are ready:

• Set your campaign live.
  
• Track performance using Netflix Ad Manager (or your DSP’s dashboard).
  
• Adjust targeting, creatives, or budget as needed.
  

Boom. You’re streaming (and not just the series).

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🚀 Conclusion

While Netflix does not offer an affiliate program as of 2025, its expansion into advertising provides valuable opportunities for media buyers. By leveraging Netflix’s targeted advertising options and understanding the platform’s ad-supported model, media buyers can effectively reach and engage with a diverse and global audience.

If you’re interested in exploring advertising opportunities on Netflix or need assistance in crafting a compelling campaign, feel free to reach out. Let’s make your brand the next big thing on the streaming giant!