When Compared To Local Broadcast Linear Audiences, An Analysis Of Netflix Ad-Supported Subscribers Reveals Extremely Limited Reach

Following Netflix’s recent “Basic with Ads” audience announcement, TVB (www.tvb.org), the trade organization of America’s local broadcast television industry, today released this statement.

The expected number of “monthly active users” for Netflix’s ad-supported tier, “basic with ads,” is 600,000. It’s essential to note that this measurement only applies to subscribers and not viewers, and Netflix ad-supported users are insignificant in comparison to local linear TV watching audiences.

The expected number of “monthly active users” for Netflix’s ad-supported tier, “Basic with Ads,” is 600,000. Netflix ad-supported users are insignificant in comparison to local linear TV watching audiences, which is important to note, according to TVB President and CEO Steve Lanzano.

“The comparison has significant implications for both companies and the advertising industry. According to Nielsen, on an average night in November (11/9/22) in the New York DMA alone, local broadcast TV stations’ early news between 5PM and 6:30PM reached 1.6 million people 18+. Early news coverage in the New York market had a reach that was almost twice that of the reported universe for Netflix’s ad-supported tier.

Streaming video on demand (SVOD) audiences are not presently split into ad-supported and ad-free subscribers by Nielsen. There is only one universe that is recorded. TVB applied the overall Netflix rating to the reported 600,000 Netflix ad subscribers to determine the ad audiences for Netflix.

According to TVB projections, the top three Netflix shows in November (11/9/22)—The Crown, Love is Blind, and Enola Holmes 2—received 5,040, 4,440, and 1,860 adult 18+ ad viewers, respectively. TVB added the following observations when analyzing the results:

All the local newscasts that aired in New York (DMA Rank 1) 5PM-6:30PM would out-deliver Netflix’s top three programs with ads: The Crown (5,040), Love is Blind (4,440) and Enola Holmes 2 (1,860).
- New York evening news adults 18+ impressions for the same day and time slot included: WABC (915,191), WCBS (462,339), WNBC (282,280), WNYW (103,380) and WPIX (37,611).
In Grand Rapids, MI (DMA 42), local news airing on NBC, CBS and FOX affiliates 5PM-6:30PM would out-deliver Netflix’s top three programs with ads: The Crown (5,040), Love is Blind (4,440) and Enola Holmes 2 (1,860).
- Grand Rapids evening news adults 18+ impressions for the same day and time slot included: WOOD (115,734), WWMT (100,835) and WXMI (24,546).

When Compared To Local Broadcast Linear Audiences, An Analysis Of Netflix Ad-Supported Subscribers Reveals Extremely Limited Reach

Following Netflix’s recent “Basic with Ads” audience announcement, TVB (www.tvb.org), the trade organization of America’s local broadcast television industry, today released this statement.

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