La inserción de la publicidad en Netflix España: comparación con la televisión lineal y satisfacción del usuario

Objective: This study analyzes the implementation of advertising on Netflix Spain, a strategic shift in its business model, by comparing its characteristics with traditional television (specifically with the most-watched channel, Antena 3) and evaluating user perceptions of the new ad-supported plan. Methodology: A mixed-method approach was used. In the qualitative phase, advertisements shown on Netflix and the private channel Antena 3 were analyzed, focusing on their frequency, duration, type, and placement. In the quantitative phase, a survey of 400 individuals was conducted to assess their experience and satisfaction with Netflix’s ad-supported plan. Findings: Ads on Netflix are less frequent and shorter than those on traditional television, minimizing content interruptions. Moreover, they show an emerging level of personalization based on user data. However, there is still room for improvement in this segmentation. Despite initial resistance, most users of the ad-supported plan report being satisfied, highlighting the lower cost as a key factor. Limitations: The analysis focused on linear broadcast content from Antena 3. Future research is encouraged to explore ad personalization further by comparing Netflix with Atresmedia Player, the ad-supported video platform where Antena 3 content is also available. Contribution: This study offers a pioneering perspective on advertising within paid platforms, proposing a comparative framework with linear television. It provides valuable insights for both advertisers and platforms seeking to balance revenue generation with user experience.