Netflix has confirmed that its ad-supported subscription model will launch in Ireland from March 2027, making Netflix advertising available in the Irish market for the first time.
Ireland is one of nine new European markets being added next March, alongside Austria, Belgium, Denmark, the Netherlands, Norway, Poland, Sweden and Switzerland.
Netflix has been growing its advertising business since first launching its ad-supported plan in 2022. Netflix now has its own advertising technology called Netflix Ads Suite and has continued to add more targeting, measurement and buying options for advertisers over the years.
New formats will include Pause Ads and targeting options are expanding to include areas such as household income and household composition.
What does this mean for advertisers?
The most immediate change is a simple one: Irish advertisers will have another major video platform they can buy.
Netflix gives brands access to audiences watching premium content on the biggest screen in the house, including people who may be harder to reach through linear TV.
But it also makes an already fragmented video market a little more complicated.
People move between linear TV, broadcaster players, YouTube, Netflix and other streaming services without thinking too much about which media bucket each one sits in. For advertisers, the challenge is making sure those different buys work together.
Netflix is clearly investing in making advertising a bigger part of its business too. Its ad business generated around $1.5 billion last year, with further market expansion planned for 2027.
For Ireland, a lot will depend on how many people sign up to the cheaper ad-supported subscription when it launches.
