Netflix Inc's recently launched adsupported tier reaches nearly 5 million active users per month, executives said on Wednesday in a pitch that emphasized the breadth of its programming to potential advertisers.

The Netflix advertising tier has almost 5 million monthly active users

Netflix Inc’s newly launched ad-supported tier is reaching nearly 5 million monthly active users, executives said Wednesday in a speech that highlighted the breadth of its software to potential advertisers.

The streaming video pioneer launched a $7-a-month option with ads last November in 12 markets, including the U.S., as an alternative to ad-free plans that start at $10 a month. It was designed to attract more customers and add a new revenue stream as competition for online viewers intensified.

Netflix made its first pitch to advertisers on Wednesday in the annual upfronts ritual where networks seek to lock in ad commitments for upcoming shows. Walt Disney Co, Comcast Corp and other companies are also competing for digital ad dollars.

Netflix executives highlighted the company’s wide selection of programming, from the sci-fi hit “Stranger Things” to the Korean drama “Squid Game” and the upcoming action movie sequel “Extraction 2.”

“No other entertainment company strives to create great movies and shows in so many genres, in so many countries, and for such a wide and diverse audience,” said Bela Bajaria, chief content officer, Netflix.

Jeremi Gorman, head of global advertising at Netflix, said that the number of monthly active users worldwide has reached 5 million. Monthly active users count all adult profiles used on a single account with ads. Children’s profiles do not show ads.

Netflix reported 232.5 million paying subscribers worldwide at the end of March.

Executives said they want to work with advertisers to create a new type of advertising that can only be done on digital services. For example, a 30-minute ad could run for several days, with the story unfolding each time a viewer watches a show on Netflix, CEO Ted Sarandos said.

“You can’t do that on linear TV because people don’t live on one channel,” Sarandos said.

Netflix had planned to release the ad in New York, but switched to a virtual event to avoid protests from members of the Writers Guild of America.

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