The “Emily in Paris” Effect: A Game-Changer for Advertising on Netflix

Netflix, the world’s leading streaming platform, reached over 277 million subscribers globally by the second quarter of 2024. This growth has positioned it as a prime space for brands to connect with broad and engaged audiences. The evolution of Netflix’s advertising platform, with innovative strategies like its collaboration with Google in “Emily in Paris,” represents a milestone in digital advertising and signals the dawn of a new era in how brands interact with users.

 

Who Are Netflix’s Users?

Understanding the impact of advertising on Netflix requires knowing its diverse, global audience. Netflix users can be grouped based on their consumption habits, with two main categories standing out: “Weekly” viewers, who watch content more than once a week, and “Heavy” users, who tune in daily.

Understanding how users discover new brands is crucial for effective advertising strategies. According to GlobalWebIndex, e-commerce websites have a significant influence, especially among Heavy users (47.8%). Social media also plays a major role: 44.3% of Heavy users and 15.7% of Weekly users report being influenced by ads on these platforms. Furthermore, email campaigns resonate with both groups, with 45.6% of Heavy users and 15.2% of Weekly users responding positively to this type of advertising.

When it comes to the audiences’ interests, SimilarWeb data shows that Netflix users’ preferences range from video games (10.8%) and adult content (9.12%) to technology (7.12%) and arts and entertainment (3.73%). The most frequented platforms include Google, Instagram, Facebook, Wikipedia, and Twitch.

 

“Emily in Paris” and Google: A Product Placement Revolution

The collaboration between Google and “Emily in Paris” has set a new standard for in-platform advertising. Beyond traditional product placement, this partnership has revolutionized how brands engage with audiences. Using Google’s technology, products featured in the show become direct access points for purchase with a single click.

This integration not only increases the relevance and impact of ads but also opens up new possibilities for brands to connect more effectively, personally, and directly with their target audience.

 

Netflix: Diversifying Revenue and Brand Opportunities

Recognizing the potential of its platform, Netflix has expanded beyond innovative collaborations like “Emily in Paris.” The company has broadened its advertising focus to diversify its revenue streams and offer brands new opportunities.

A prime example is its move toward programmatic advertising, which uses data and algorithms to deliver personalized ads to users. This approach is transforming how companies target their audiences. Major brands like Expedia, Ford, and Mercedes-Benz have already experimented with this format, showcasing the growing interest in offering more personalized, connected consumer experiences.

 

New Opportunities on the Horizon

Netflix’s latest advertising updates, including enhanced purchasing capabilities, new measurement partnerships, and the launch of its proprietary ad tech platform, present a wealth of opportunities for brands.

The ability to reach a broad, segmented, and highly active audience, combined with the capacity to integrate ads seamlessly and effectively into content, makes Netflix a unique space for brands seeking to engage with consumers in innovative and meaningful ways.