This opinion piece assesses the trajectory of Netflix’s advertising business and identifies why it is poised for strong growth from 2025 onward.
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Broadcasters beware: Netflix’s ad strategy will start to seriously deliver in 2025
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The Analyst Team
Matthew Bailey
Follow AnalystSenior Principal Analyst, Advertising
Matthew Bailey leads Omdia’s advertising research, covering the global digital and traditional media advertising sectors. Matthew’s research focuses on the ad operations of big tech players, TV broadcaster advertising strategies, ad-supported online video (AVOD/FAST), retail media, and the evolving connected TV advertising landscape.
He also has expertise in—and produces research into—the broader media, entertainment, and technology industry, including OTT video, digital publishing, social media, video games, and consumer platforms and devices.
Prior to joining Omdia, formerly Ovum, in 2015, Matthew worked as a senior research analyst at MarketLine. He holds a degree in English language and literature from the University of Leeds.
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