Insertion of Traditional Advertising in Streaming Content Platforms: The case of Netflix Spain

Abstract

This article addresses the insertion of ads in Netflix Spain, a streaming content platform pioneer in this model, with the aim of understanding how the Over The Top (OTT) broadcasting service enters the advertising market. The viewing of 205 ads, during the months of October, November and December 2023, has been able to understand how the platform has adapted to the traditional television model through advertising revenue. Through a content analysis methodology, taking into account the spots inserted in five Netflix original premiere series, it is concluded that the insertion of advertising on Netflix follows the traditional model of linear television; conditioned by the consumption calendar, as well as by the target of the series. In that sense, brands related to beauty and personal care are the most advertised on the platform, following the pattern of linear television advertising insertions. Netflix does not take advantage of the personalization characteristic of its catalog since there is no difference with respect to the viewer's gender. However, the basic ad plan does not congest the viewer, since the advertising interruption per chapter is minimal and is mainly at the beginning of the content, avoiding interrupting the audiovisual narration. Likewise, the average duration of the spots is between 5 and 20 seconds, moving away from the advertising saturation of traditional audiovisual media