Netflix & AB InBev Team Up to Boost Alcohol Ads, Challenge Hulu & WBD
Netflix and AB InBev have inked a global deal that will see beer brands Modelo and Corona take centre stage in Netflix's campaigns. This partnership aims to boost Netflix's alcohol ad share and challenge the current leadership of Hulu and WBD.
Netflix's vast library of relevant shows, including cooking competitions, crime dramas, and historical series, makes it an ideal platform for AB InBev's products. The deal will allow Netflix to pair its top originals and live events with AB InBev's brands for optimised cross-promotion.
Currently, Netflix holds a minuscule share of alcohol ad contracts, with only 0.15 per cent of its ads dedicated to alcohol brands in the last seven months. In contrast, Hulu dedicates 4.3 per cent of its ads to alcohol. However, with Netflix's ad-supported tier reaching 94 million monthly users, the dynamics of the category are set to change.
The collaboration between Netflix and AB InBev is expected to increase Netflix's alcohol ad share, defend Hulu and WBD's leadership position, and bring AB InBev's popular beer brands to a wider audience. While details of the project enabling alcohol advertising on Netflix remain unknown, the partnership is poised to significantly impact the streaming landscape.
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