Netflix Originals have been setting standards worldwide for years - especially when it comes to creative storytelling formats, bold series experiments and innovative marketing strategies. With the introduction of ad-financed tariffs, which have also been available in Germany for 4.99 euros per month since autumn, Netflix is once again demonstrating how flexible and multi-layered its offering can be - always with the aim of reaching users, content partners and advertisers[1].
The new monetisation strategy, in which Netflix originals are specifically linked to commercial breaks, reflects an innovative implementation, while at the same time marketing and user retention are continuously optimised. It shows that Netflix is always thinking one step ahead for its audience and its cooperation partners.
Netflix Originals - Innovation from the decision-makers' perspective
For decision-makers in the media industry, Netflix Originals have long been a model for successful content management, but also for new revenue models. Those who rely on Netflix Originals for their ad-financed subscription benefit from lower cancellation rates because many in-house productions - unlike licensed titles - are available without restrictions[1]. Nevertheless, there are also exceptions with Netflix Originals, such as „House of Cards“ or older in-house productions, some of which can only be found in ad-free tariffs for licensing reasons[3].
Another example: the worldwide availability of Netflix originals is facilitated by flexible licence regulations and the control of global content playout. This allows advertisers to target their own productions more specifically at international target groups and customise their messages. The risk of advertising slots not being available for sensational series such as „Stranger Things“ or „Dark“ is also noticeably reduced.
Customers from the advertising industry often report challenges with the placement or harmonisation of their brand messages with desired target groups. Here it helps to conduct your own market analyses, ask specifically about segmentation options and use the advertising formats of Netflix Originals as a springboard for new campaigns.
Practical examples from everyday life in the industry
A major cosmetics manufacturer used the ad-financed platform to run targeted pre-roll adverts in front of well-known Netflix Originals projects. Despite the limited catalogue of advertising subscriptions, the brand was able to address a young, internationally networked target group and significantly increase brand awareness - an effect that was more difficult to achieve with conventional TV campaigns.
A second example: an automotive brand relied on in-content advertising within Netflix original series and integrated its messages into the plot of selected episodes. This native integration increased viewer acceptance and the brand message was remembered even after the campaign.
A third case: A streaming service for fitness content specifically tested how the combination of ad breaks and its own content in cooperation with Netflix Originals works. The integration of adverts into fitness content led to a higher conversion rate because the target group was thematically closer together.
BEST PRACTICE with one customer (name hidden due to NDA contract) We supported a lifestyle group that wanted to expand its digital strategy around Netflix Originals. The focus was on acquiring new target groups and increasing reach through innovative advertising formats. Following a comprehensive target group analysis, various test campaigns were developed - with different durations, landing pages and re-targeting strategies. The results showed a sustainable increase in engagement because the advertising messages were played out precisely in line with the interests of the users. In addition to measuring performance, regular reviews helped us to continuously optimise the campaign elements.
Recommendations for action for your own project
Anyone working with Netflix Originals and ad-financed offers should consider several aspects. Firstly, the selection of available content varies depending on the country and tariff model - in-house productions are usually safer, but not always fully unlocked[1][2]. Secondly, the acceptance of ad breaks varies depending on the target group and context. In practice, it is worth carrying out test runs with different advertising doses and formats.
Thirdly, many users want a seamless user experience. Advertising on Netflix Originals should not have a disruptive effect, but should fit into the flow of the experience as harmoniously as possible. The development of separate guidelines for content partners and advertisers is recommended here.
Another tip: The offline download function is not available with the ad-financed subscription[1]. If you are focussing on users who frequently stream on the go, you should communicate this restriction openly and offer alternatives.
iROI coaching supports teams in professionally guiding the entire process - from target group analysis and creative conception to measurable optimisation. Regular meetings and transparent reports help to visualise the successes and weaknesses of Netflix Originals projects.
Netflix Originals as a benchmark for media projects
Netflix Originals are not only relevant because they inspire with innovative content, but also because they serve as an example of global, scalable marketing. The combination of an ad-financed basic account and high-quality in-house productions shows how diverse modern revenue models can be.
In cooperation with international partners, Netflix Originals are also regarded as a benchmark for flexible licence regulations, target group-oriented playout and creative marketing ideas. Media companies benefit by regularly analysing the offering, strategically placing their own content and consistently evaluating data on user behaviour.
My analysis
Netflix Originals are constantly setting new standards - not only in the further development of series and film formats, but also in monetisation and the targeted addressing of target groups. The advertising-financed model offers opportunities, but also challenges that should be approached by decision-makers with care and an open eye for innovation.
iROI Coaching helps companies and agencies to develop and successfully implement innovative concepts centred around Netflix Originals. Anyone who is open to new approaches and is looking for concrete ideas will find practical support here - from strategic orientation to implementation and analysis.
Further links from the text above:
Netflix launched with adverts: What you need to know
Is Netflix with adverts worth it? These films and series are missing
Netflix advertising subscription: this is how much content is blocked
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