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.
The thinking
Create a great member experience that lets people enjoy Netflix at a lower cost. Change the perception of Netflix as an exclusive streamer that costs more than the competition, while still maintaining the Netflix promise of “Entertaining the world”.
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.
Prashant Jaisinghani 