U.S. HISPANIC Versión en español
Marcos Órdenes of Netflix Ads: “There Are 24 Million Viewers On The Ad-Supported Streaming Platform In Mexico”
7 de noviembre de 2025
Órdenes also shared key data from Netflix’s internal global study Still Watching, which includes specific insights for Mexico and focuses on Generation Z and Millennials—key audiences for brands
Netflix Ads, under the leadership of Marcos Órdenes, has marked a before-and-after moment in the advertising industry of Latin America—and specifically in Mexico—by integrating advertising into the streaming platform that captures the greatest audience attention.
Órdenes highlighted the paradigm shift, emphasizing that the opportunity to capitalize on streaming attention, which has grown exponentially over the past 15 years, didn’t exist until relatively recently. After two decades without advertising, Netflix has launched its ad-supported plan, actively seeking to “change the way advertising is done.”
“Two or three years ago, it wasn’t possible to be where the most attention is today—that’s streaming. For 20 years, we said there would be no ads, and three years ago, we changed. We created an ad plan and are trying to change the way advertising is done,” said Marcos Órdenes.
One of the pillars of Netflix Ads’ strategy is modernizing advertising measurement, responding to brands’ need for metrics aligned with the digital world.
It was announced that Netflix’s ad-supported model in Mexico now reaches 24 million viewers. The executive noted that the streaming platform is bringing “digital measurement to television” by incorporating “digital-style metrics on steroids” to evaluate advertising impact. The goal is to reshape how ad effectiveness is measured in an environment where audiences consume content immersively—showing how campaigns are driving brand recall and engagement.
Órdenes also shared key data from Netflix’s internal global study Still Watching, which includes specific insights for Mexico and focuses on Generation Z and Millennials—key audiences for brands. “Ninety percent of young people in Mexico say that the quality of content is no longer defined by a third party (the media) but is subjectively determined by the viewer themselves. Eighty percent of them say their identity is built around what they watch on platforms like Netflix, recognizing the influence of streaming on their personal development.”
Eighty-one percent say they talk about something related to Netflix (series, films, finales, etc.) every week, placing content at the center of their daily conversations.
“Gen Z and Millennials are watching Netflix, and brands are joining what they’re watching. They’re where they should be,” concluded Órdenes, underscoring the platform’s value in connecting brands with highly engaged, conversational audiences.
The Still Watching study is available and open to the public so brands can understand and leverage these insights for their content strategies.
