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Netflix starts slowly in the advertising market


ANALYSIS – The advertisers are there, but, according to Digiday, the platform only provided around 80% of the expected audience.

Netflix jumped into the advertising market quickly.

But apparently, the activity starts slowly.

According to the American media Digiday, the video streaming giant would not achieve the objectives it had guaranteed to advertisers, for its first month of start-up.

According to statements by five media agency executives interviewed, Netflix in some cases provided only around 80% of the expected audience.

The growth in the number of subscribers to its new "Netflix with ads" formula has therefore not lived up to forecasts.

Consequence: Thursday, the action showed a serious decline, falling by nearly 9% on the Wall Street Stock Exchange.

Limited French audience

As compensation, the platform had to reimburse part of the money paid to several advertisers, in particular those whose campaigns were aimed specifically at the holiday season.

They were thus able to reinvest these sums in other media.

The others simply asked to move their campaigns…

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Source: lefigaro

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