As Netflix presented its upcoming programming—including the return of “Cobra Kai” and the final seasons of “Stranger Things” and “The Crown,” as well as a handful of new titles—it made no mention of the writers’ strike. A source close to the streamer’s upfront told Ad Age the strike was the reason Netflix pulled the in-person event, as well as reportedly halting production of some of its listed series.
While Netflix previously claimed its show would only feature executives, it did contain a pre-recorded conversation with “Stranger Things” creators the Russo Brothers. Later, the virtual event ended with a performance by Alicia Keys and the “Queen Charlotte” orchestra.
Since launching in November, Netflix’s ad-supported subscription has been somewhat of a mystery to its advertisers, who have desired more transparency. The streamer has been eager to tout stats about its total viewing to pitch its ad offering—in the upfront Jeremi Gorman, president of global advertising, shared that Netflix’s “reach at two or more hours is higher than almost everyone else’s reach at a one-minute threshold,” according to Nielsen.
The upfront marks the first time Netflix has assigned a number to its ad tier users, also noting the number has more than doubled since the beginning of this year. More than a quarter of new subscribers now choose Netflix’s ad tier, according to the company, and 70% of its ad tier users are within the traditional golden 18-to-49 age group for TV advertisers.