Netflix ad-supported tier has 40 million monthly users, nearly double previous count

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Netflix's cheaper, ad-supported tier has amassed 40 million global monthly active users, the company said Wednesday. That's nearly double the 23 million figure the streaming giant shared in January. The company also said it would launch its own advertising platform and no longer partner with Microsoft for that technology. The tech giant will remain a programmatic advertising partner, but will also be joined by other ad tech companies including The Trade Desk, Google Display & Video 360 and Magnite. Netflix will begin testing its ad tech platform in Canada later this year and plans to launch it in the U.S. by the end of the second quarter next year. The company aims to set the platform live everywhere by the end of 2025. The announcements came on Wednesday alongside Netflix's Upfront presentation, designed to woo advertisers. The streaming giant joined its media peers for the second time in making an annual pitch to lock in advertising for its platform. Earlier on Wednesday the company said it reached a deal to stream two National Football League games on Christmas Day this year, and at least one matchup on the same day in both 2025 and 2026. Netflix has the option to host one or two games in future years, with 2024 serving as a test, co-CEO Ted Sarandos told CNBC on Wednesday. It marks Netflix's first real foray into live sports after years of resistance. Sports, particularly the NFL, has proven to be the glue that keeps traditional TV intact — and has also proven to be a boost to streaming services. Terms of the NFL deal were not disclosed, but people familiar with the matter said Netflix will pay in the ballpark of $75 million per game. Spokespeople for the NFL and Netflix declined to comment. The streamer will hire its own announcers for the games and partner with existing production companies. Sarandos told CNBC he felt the NFL was the right fit because it matched the streamer's event strategy, allowing Netflix to effectively own the day.