iWorld
Netflix to touch $1.9 bn ad revenue in Western Europe by 2027
Mumbai: Western Europe will generate annual revenues of $1.9 billion for Netflix from advertising by 2027, more than the US and almost as much as North America ($2.1 billion when Canada is included), according to a new report by Ampere Analysis. The study forecasts that an additional $841 million will be earned from ad tier subscription fees in Western Europe ($1 billion in North America).
Ampere believes that Netflix in Western Europe will experience an increase in average revenue per user (ARPU) as a result of the launch of the ad tier. Specifically, the firm predicts that in 2023, ARPU will be 4.9 per cent higher than without it, rising to 8.6 per cent higher by 2027.
Western European viewers have the highest price sensitivity among Netflix’s customers, which combined with relatively high advertising rates on a cost per thousand (CPM) basis, makes advertising in the region a strong opportunity for the streaming giant. By 2027, nearly one-fifth (19 per cent) of Western European users will be on the ad tier.
According to Ampere’s report, 19.3 per cent of Netflix users in this European region will view content via the ad tier by 2027, most of them from the existing customer base. The ad tier will stabilise this saturated region. Ampere predicts a 1.8 per cent increase in subscriber growth (with ad tier) in Western Europe over a subscription-only model. A relatively strong increase in the value of advertising-supported customers will boost the overall revenue gain.
Globally, Netflix will earn $5.5 billion in annual advertising income by 2027, boosted to $8.5 billion a year by ad tier subscription fees. The launch will see Netflix earn $2.2 billion more by 2027 than it would with purely a subscription-only model, driven by an ARPU uplift combined with a modest increase in the overall subscriber base. Ampere estimates that total customers will be 3.2 per cent higher than without an ad tier.
Ampere Analysis analyst Ben French said, “Very strong advertising rates for streaming in Western Europe will contribute to a significant uplift in the value per customer for those taking the ad tier. Although the overall boost to subscriptions is predicted to be modest in the region, this increased customer value will see Western Europe exceed the value of the US market by 2027.”
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
