Using Brand Partnerships to Market to Younger Audiences with Netflix VP of Global Marketing

Why It Matters

Authentic brand‑show integrations let Netflix monetize its ad tier while giving marketers a proven, fan‑centric channel to reach Gen Z, reshaping how entertainment drives advertising revenue.

Key Takeaways

• Netflix leverages brand partnerships to double ad revenue to $3B.
• Co‑created campaigns integrate brands authentically within show storylines.
• In‑house creative team collaborates with agencies for culturally resonant ads.
• Partnerships require 12‑18 months planning and clear brand KPI alignment.
• Successful deals target Gen Z fans across global markets and platforms.

Summary

Netflix’s global brand‑marketing chief, Magno Haron, explained how the streamer is using brand partnerships to fuel its ad‑supported tier, aiming to double ad revenue to $3 billion this year. The strategy hinges on co‑created campaigns that weave brands into the narrative fabric of hit IPs— from McDonald’s Stranger Things‑style spots to State Farm’s cameo in the basketball‑centric series Running Point.

The partnership process is highly selective. Netflix’s internal creative team scouts scripts for natural brand fit, then pitches concepts to brands that align with the show’s culture. Brands may also approach Netflix with fandom‑driven ideas. Once a match is identified, teams collaborate on a “nugget” of creative, aligning on KPIs such as sales lift or brand affinity, and often spend 12‑18 months refining the execution.

Haron highlighted concrete examples: the McDonald’s K‑pop Demon Hunters ad that mimics Stranger Things aesthetics, and the State Farm integration where the Jake character appears at a basketball game, serving as a springboard for a broader multi‑channel campaign. These efforts are executed by Netflix’s in‑house creators alongside agency partners, ensuring authenticity and avoiding generic logo placements.

The approach is scaling globally— from the U.S. to Brazil, Korea, and Europe— and delivering measurable results. Brand affinity and purchase intent are rising, proving that culturally resonant, fan‑first partnerships can unlock new revenue streams for streaming platforms while giving brands a credible gateway to Gen Z audiences.

Original Description

Netflix VP of global brand marketing and partnerships Magno Herran discusses how the streamer is using brand partnerships and sponsorships to grow its ad business as it heads into the upfronts. He breaks down co-created campaigns with State Farm and other marketers, how Netflix is extending its IP beyond the platform and why reaching younger fans now requires a broader media mix that includes social.