Netflix and Google Team Up for ‘Shoppable’ Experiences, Starting with ‘Emily in Paris’
Netflix and Google Team Up for ‘Shoppable’ Experiences, Starting with ‘Emily in Paris’
Ever wish you could own the fashions you see on your favorite Netflix show? Now you can.
If you have the ad-supported Netflix subscription, you’ll have the ability to “shop” while you watch “Emily in Paris.” If you pause the screen, you can use the Google Lens visual search tool on the paused image, and Google will offer you similar items for sale.
Google and Netflix also teamed up for ads that combine scenes from “Emily in Paris” with the Google Shopping experience.
Streamers are always looking for new revenue. Disney+, for example, has been trying to leverage its enthusiastic fanbase with special offers . Back in November 2022, Disney+ began offering its subscribers early access to new merchandise. Earlier this year, Disney+ began a test of a product called “Gateway Shop” that sends personalized advertisements to Disney streaming customers via their mobile phones or email.
Paramount+ first introduced pause ads in late 2022, and Max introduced new ad formats the same year. Prime Video introduced pause ads, ad carousels, and trivia ads in May.
Live streamers are getting into the act, too. Sling TV now has ads that appear when you pause TV. Fubo launched new ad carousels and various types of interactive ads.
Roku began embedding ads within its popular home screen art motifs at the beginning of 2024, and recently for filed a patent on a new method of delivering ads to third-party devices which are plugged into Roku TV sets. In late April, it was reported that Roku is looking for ways to embed video ads into its home screens.
In theory, streamers should be able to serve up ads that appeal to their users. The services know what you watch, how long you watch, and where you watch. Depending on the email you use to sign up, the streamers may have even more information.
But it’s still a leap to expect that customers willing to save a few dollars by watching ads will be willing to part with far more money during a mid-show shopping binge. Those “Emily in Paris” fashions can’t come cheap. What’s the intersection of people who want to save $8.50/month by choosing Netflix with ads and people willing to spend a small fortune on fancy clothes?
Netflix
Netflix is a leading subscription-based video streaming service that offers on-demand access to an extensive library of over 3,000 movies, 2,000+ TV shows, and a growing collection of acclaimed Netflix originals. Renowned for producing groundbreaking content, Netflix has become a cultural powerhouse with hit originals like “Stranger Things,” “Wednesday,” “Squid Game,” “The Crown,” “Tiger King,” “Bridgerton,” “The Witcher,” and “Black Mirror.”