Netflix & AB InBev Ink Global Deal for Alcohol Ads on Streaming Giant's Platform
Netflix has inked a global deal with AB InBev, the world's largest beer maker, to advertise its brands on the streaming giant's platform. This partnership is set to significantly boost Netflix's alcohol ad share and provide AB InBev with premium access to a massive global audience.
Netflix's ad-supported tier, which launched in 2022, already reaches 94 million monthly users. With live ad slots available around major events like the NFL's Christmas Day 2025 and the 2027 FIFA Women's World Cup, AB InBev's brands are poised to gain significant exposure.
The deal comes as no surprise, given Netflix's relevant content for AB InBev's campaigns. The platform boasts cooking competition shows and crime dramas, genres that alcoholic beverage brands find particularly appealing. AB InBev and Diageo, the most prolific alcohol advertisers on streaming platforms, will likely benefit greatly from this partnership.
Historically, Hulu and HBO Max have dominated alcohol ad contracts, carrying 88 per cent and 51 per cent of creatives respectively over the last seven months. However, Netflix's tiny share of 0.15 per cent in the alcohol sector is expected to grow substantially with this deal.
The Netflix-AB InBev partnership is set to transform the streaming landscape for alcohol advertising. With Netflix's vast global audience and AB InBev's strong portfolio of brands, this deal promises to be a win-win for both parties. While specifics about Modelo's advertising history on Netflix remain unclear, the future looks bright for alcohol brands on the platform.
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