Netflix's subscription program with advertisements has seen a surge in users and will launch its own advertising technology platform, marking its further expansion in the fiercely competitive streaming market.

User growth: Netflix reports a surge in its cheaper subscription users with advertisements, now having 40 million monthly active users worldwide, nearly doubling from 23 million in January. Currently, 40% of new subscribers in countries that offer advertising have chosen this more economical option. The current total number of subscribed users of Netflix is 270 million.

Advertising Technology and Strategy Adjustment: Netflix announced the launch of its own advertising platform, ending its partnership with Microsoft. Although Microsoft will continue to be a programmatic advertising partner, Netflix will also collaborate with other advertising technology companies including The Trade Desk, Google Display&Video 360, and Magnite.

Netflix plans to test its advertising technology platform in Canada later this year and plans to launch it in the United States by the end of the second quarter of next year, with global promotion by the end of 2025.

Market and competitive environment: Netflix's active expansion in the streaming media market and its investment in advertising business are in stark contrast to other streaming media platforms. For example, Disney+has 117.6 million global subscribers, while Warner Bros. Max has 99.6 million subscribers. The rapid growth of Netflix is in contrast to the performance of other competitors in the market, who are still seeking ways to make profits.