Netflix has just expanded its advertising reach by forming a partnership with Amazon Ads, unlocking new global opportunities for brands, and influencer marketers looking to amplify campaigns through premium streaming content.
Through this partnership, advertisers can now access Netflix’s advertising-supported inventory via Amazon’s demand-side platform (DSP) in 11 international markets, including Australia, the US, the UK, France, and more.
What does it mean for influencer marketers?
For influencer marketers, this partnership is about access to one of the most engaged streaming audiences on the planet. It creates new layers of integration between content-led campaigns and high-impact digital media.
With Amazon DSP’s AI-powered automation and targeting, influencer campaigns that already perform well on social platforms can now be strategically retargeted or amplified within Netflix’s ad-supported environment, creating full-funnel opportunities from discovery to conversion.
“By integrating Amazon DSP and enabling even more advanced capabilities together over time, we’re making it easier than ever to connect with Netflix’s global engaged audience,” said Amy Reinhard, President of Advertising at Netflix.
From a strategic standpoint, this could mean influencer marketers can use programmatic tools to reinforce brand stories told by creators, or even develop co-branded content that runs in-stream on Netflix’s growing ad tier.
According to Paul Kotas, SVP at Amazon Ads, the goal is to simplify ad buying. He made it clear that Amazon’s goal is to remove the guesswork for advertisers by “making it simple to manage all of their TV planning and buying with Amazon Ads.”
For influencer marketers, this removes barriers between creators and performance media, especially when brands want to scale successful influencer activations beyond social.
The Amazon Ads move mirrors a similar partnership Netflix made earlier this year with Yahoo DSP, and existing programmatic relationships with The Trade Desk, Google Display & Video 360, and Microsoft, further integrating the streaming giant into the broader adtech ecosystem influencer marketers increasingly rely on.
A growing global audience
Netflix’s ad-supported plan is growing fast - from 70 million users in November to 94 million as of May. In fact, more than half of new sign-ups are opting for the ad-supported tier. That’s a huge, engaged audience that brands (and creators working with them) can now tap into through DSP targeting.
To support this, Netflix is scaling its proprietary Netflix Ads Suite: a platform offering advanced targeting, creative options, AI-powered performance insights, and interactive ad formats that could pave the way for more immersive brand integrations and even influencer-led storytelling.
As Netflix leans further into its ad-supported future, influencer marketers have more tools than ever to bridge creator content and programmatic media, reaching viewers where they’re most engaged and ready to take action.
