Why will Netflix’s new ad-supported plan ask for your date of birth and gender?

Netflix will ask for the date of birth and gender of users who use its plan with advertising. The streaming platform plans to launch this new type of subscription in 12 countries in early November, as a test to see if the project meets its predictions.

“Basic with Ads is everything people love about Netflix, at a lower price, with a few ads in between. Starting in November, signing up is easy: visit Netflix.com and sign up with your email, date of birth and gender to get started”, Netflix points out on its website.

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This requirement is due to a simple reason: With this information Netflix will launch targeted advertising. By knowing the dates of birth and the gender of the user, will be able to show ads that are focused on the user’s demographic group. That is, those who choose this plan will see advertising according to their age and “likes”.

However, this is not the only reason, at least not for those who live in the United States. With these personal data, Netflix will be able to provide information on which audiences watch which programs and at what times, so that advertisers can work on new advertising. If, for example, the majority of users who see ‘Stranger Things’ are adults between 25 and 30 years old, then advertisers would work ads focused on this demographic group.

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“To enable advertisers to understand how Netflix can reach their target audience, Nielsen will use its Digital Ad Ratings (DAR) in the United States.. This will be available sometime in 2023 and will eventually be reported through Nielsen ONE Ads.”, adds the streaming platform.

With that, Netflix will use users’ personal information to provide feedback to advertisers. It is not an uncommon practice, since traditional television itself also uses this data. However, it would be the first time that Netflix has done so, as it is also the first time that it will put advertising on its platform.

Source: Elcomercio

James

I have worked as a journalist for over 10 years and have written for various news outlets. I currently work as an author at 24 News Recorder, mostly covering entertainment news. I have a keen interest in the industry and enjoy writing about the latest news and gossip. I am also a member of the National Association of Journalists.