For a long time, Netflix was completely ad-free. Since 2022, there's an ad-supported plan, and with it a new way to reach a huge audience on the big screen, right in the middle of their favorite movie or show. If you're considering advertising there, the first question is usually the same: what does it actually cost?
This article shows you how Netflix advertising works, what ad formats exist, what the price is oriented around, and how to book Netflix in self-service, without an agency and without a multi-million budget.
What is Netflix advertising?
Since November 2022, Netflix has offered the "Standard with ads" plan, in Germany for EUR 4.99 a month. Anyone using it sees around four minutes of advertising per hour, embedded in shows and movies, non-skippable and on the big screen.
For Netflix, this quickly became a growth driver. In May 2025, the ad-supported plan reached around 94 million monthly active users worldwide, and a year later, according to Netflix, that number had already grown to more than 250 million. For you as an advertiser, this creates a premium environment with high attention, combined with the precision targeting you know from digital marketing.
What ad formats exist on Netflix
Advertising on Netflix runs in classic video formats, the kind you know from streaming.
Pre-roll: The spot runs before the content starts, capturing attention while it's still fresh.
Mid-roll: The spot runs at a natural pause in the middle of a movie or show. This is the most common format, because it fits smoothly into playback.
Most spots are 15 or 30 seconds long. Shorter lengths are possible, and for most messages, 15 to 30 seconds is plenty.
What Netflix advertising costs
Billing works as usual in streaming, per thousand ad contacts, known as the CPM.
As a rough market orientation, the CPM today is roughly between EUR 40 and 55, depending on format, placement, and targeting. These are industry figures for orientation, not fixed prices. One point makes a noticeable difference: a 15-second spot costs less per contact than a 30-second one. If your message fits into 15 seconds, you get more contacts out of the same budget.
What you actually end up paying depends on your audience, your targeting, and the season. How the price per contact works out in general is shown in the price guide How much does TV advertising cost?.
Who you reach on Netflix
The biggest advantage over classic television is precision. Instead of broadcasting broadly, you specifically address the people who fit your offering.
Precise targeting: You target by region, age, gender, and interests, instead of a spray-and-pray approach. This reduces wastage and ensures your budget lands with relevant viewers.
High attention: Your advertising runs full screen, with sound and non-skippable, while viewers are relaxed and absorbed in content they enjoy. This is an environment where a brand really sticks.
Younger audience: The ad-supported plan tends to skew toward a younger, digitally engaged audience that's often hard to reach through classic television.
Booking Netflix advertising with onescreen
Booking Netflix directly is reserved for large brands with very high minimum volumes. The easier path runs through a self-service platform like onescreen. There, you book Netflix individually, exactly as you want, and have access to around 40 more premium streamers if needed, should you want to expand your reach later.
Self-service without an agency: You set budget, timeframe, and audience yourself, with no commitment and no agency fees. You keep full control over your campaign.
Targeting down to the postal code: You target by postal code, age, gender, interests, and household size, reaching exactly your catchment area, with around 40 million TV devices bookable.
Spot creation via AI, even without a finished video: Don't have a TV spot? onescreen creates one with the help of AI, noticeably faster and cheaper than classic production, also based on existing materials like images and logos. How spot costs generally break down is shown in the article What Does a TV Ad Cost?.
Transparent and updated daily: Billing runs transparently on a CPM basis, and you track results daily in the dashboard.
On budget: onescreen campaigns generally start from EUR 1,000. That's the platform-wide entry point across all streamers, not the price specifically for Netflix. Netflix, as an individual streamer, comes with its own minimum budget. What's realistic for your Netflix campaign is best clarified quickly in a short demo.
Is Netflix advertising worth it?
If you want to reach a younger or particularly attentive audience, the Netflix ad-supported plan is a strong environment: premium content, high attention, and the precision of digital channels. You can book Netflix specifically as a single platform. And if you want to expand your reach later, more premium streamers can be added, which lowers the average CPM and increases net reach. Whether you stick with Netflix or expand is up to you.
That's exactly what makes onescreen simple: book Netflix in self-service, with postal-code targeting and transparent billing, and add around 40 more streamers if needed.
Want to know what's realistic for your budget? Find all the booking details here or secure a free demo directly.
FAQ
Does Netflix have advertising? Yes. Since November 2022, there's the "Standard with ads" plan for EUR 4.99 a month. The ads run non-skippable in shows and movies, on the big screen.
What does advertising on Netflix cost in Germany? Billing runs per thousand contacts (CPM), which varies by format, placement, and targeting. Netflix, as an individual streamer, has its own minimum budget. What applies specifically to your campaign is best clarified in a demo.
Can I advertise on Netflix as a small business? Yes. Through a self-service platform like onescreen, you book Netflix without an agency, with regional postal-code targeting. You can book Netflix individually and add more premium streamers if needed. Netflix comes with its own minimum budget, which we clarify in a short demo.
Who do I reach with Netflix advertising? Users of the ad-supported plan, which according to Netflix reached more than 250 million monthly active users worldwide (as of May 2026), and rising. The ad-supported plan tends to skew toward a younger, digitally engaged audience.
Do I need my own ad creative for Netflix? Yes, Netflix is a video environment. onescreen creates your spot with the help of AI if needed, also based on existing materials. For getting started without a spot at all, there's the SwitchIn on the smart TV as an alternative.