Netflix advertising is real, but it works differently than other CTV options. Here’s what law firms need to know before asking “Can we advertise on Netflix?” (If you’re still sorting out the basics, start with what CTV advertising is first.)
Netflix’s Ad-Supported Tier
For years, Netflix was ad-free. That changed in November 2022 when they launched “Basic with Ads,” a lower-priced subscription tier that includes commercials.
The ad tier has grown steadily. Industry reports suggest tens of millions of global subscribers now watch ads on Netflix, with a substantial US footprint. As Netflix has raised prices on ad-free tiers, more subscribers have opted for the cheaper ad-supported option.
Netflix Advertising Costs
Netflix charges premium CPMs:
Reported pricing: $45-$65+ CPM at launch, remaining at a premium
This is significantly higher than:
- Programmatic CTV: $20-$40
- Hulu: $30-$60
- FAST channels: $15-$25
Why so high? Netflix is leveraging its brand prestige, premium content, and limited ad inventory. When you’re the most recognized streaming brand, you can charge a premium.
Netflix Targeting Options
Netflix’s targeting has been more limited than other CTV platforms:
What’s available:
- Country/geography
- Demographics
- Genre and content context
- Frequency capping
What’s been limited:
- Advanced behavioral targeting
- First-party data onboarding
- Cross-publisher frequency caps
- Extensive third-party data integration
Netflix has been expanding capabilities since launch, but it started behind platforms like Hulu that have years of advertising infrastructure.
How to Buy Netflix Ads
Netflix advertising access has been more controlled than other platforms:
Launch model: Netflix partnered with Microsoft as its exclusive ad technology and sales partner. Buying happened through Microsoft’s advertising ecosystem.
Evolving access: Over time, Netflix has opened access through additional partners and more programmatic-like buying options.
For most law firms: Access typically comes through agencies or managed services with Microsoft/Netflix relationships, not direct self-serve platforms.
This is less accessible than Hulu or programmatic CTV, where you can work with almost any DSP or agency.
Netflix vs Other CTV Platforms
How does Netflix stack up?
| Factor | Netflix | Hulu | Programmatic CTV |
|---|---|---|---|
| CPM | $45-$65+ | $30-$60 | $20-$40 |
| Targeting | Basic | Advanced | Advanced |
| Access | Limited | Open | Open |
| Brand prestige | Highest | High | Varies |
| Scale | Growing | Established | Broadest |
Netflix offers prestige but at a premium price with less sophisticated targeting.
Is Netflix Worth It for Law Firms?
The honest answer: For most law firms, Netflix should not be a primary CTV focus.
Here’s why:
Premium CPMs, Basic Targeting
You’re paying $50+ CPM with fewer targeting capabilities than platforms charging $30-$40. The efficiency math doesn’t favor Netflix for performance-focused campaigns.
Limited Access
Unlike Hulu or programmatic CTV, you can’t easily buy Netflix through most DSPs or agencies. Access requires specific partnerships.
Reach Is One Component
Netflix viewers also watch Hulu, Peacock, and other platforms. Reaching them on Netflix specifically isn’t necessary if you’re running broad CTV campaigns.
When Netflix Makes Sense
- Very large budgets where you’ve already maxed out other platforms
- Brand prestige matters more than efficiency
- Specific content alignment opportunities
- Testing as part of a diversified strategy
The Right Approach
For law firms building CTV strategies, the smart path is:
CTV Priority Order
Start with Programmatic CTV
Reach streaming viewers across the ecosystem at $20-$40 CPMs with advanced targeting.
Add Platform-Specific Buys
Hulu, Roku if you want guaranteed premium inventory at scale.
Consider Netflix Later
Once you’ve scaled other channels and want additional reach for prestige.
Don’t start with Netflix. It’s premium pricing for limited targeting and access. Other platforms offer better efficiency for law firm campaigns.
The Bottom Line
Can law firms advertise on Netflix? Yes. Should they prioritize it? Probably not.
Netflix commands premium CPMs ($45-$65+) with targeting that lags behind Hulu and programmatic CTV. Access is more limited. For the same budget, you’ll typically reach more of the right households through other streaming options.
Netflix makes sense as one component of a comprehensive CTV strategy, not as the foundation of it. Most law firms still haven’t adopted streaming advertising at all, so the priority should be getting into CTV efficiently before chasing premium placements.