Netflix has met with Google, Comcast and NBCUniversal, and Roku to discuss potential marketing partnerships, sources told CNBC.
Disney+ is also preparing to launch an ad-supported service later this year. Paramount+ has an ad-supported tier and free ad-supported Pluto. The newly merged Discovery Warner Brothers with a combination of its streaming services expected, and Roku, with its growing ad business. CNBC's parent company NBC Universal also already offers a cheaper ad-supported subscription for its Peacock service.
The company will need to weigh the advantages and disadvantages of each of the potential partners. Google, for example, has the advantage of being the world's largest ad giant, but has less experience with entertainment content despite its recent push into the space. Comcast does not have the global reach as Google, but its NBC Universal unit is a leader in selling ads for that premium TV content.
The potential partnerships would continue a long history of rivals teaming up in the media industry. As a content distributor and an entertainment company, for example, Comcast regularly strikes distribution deals with rivals to its NBC Universal. And Roku partners with streaming apps to TKKT while offering its own free ad-supported alternative in the Roku Channel.
The stakes are high for Netflix. Its stock is down nearly 50% since it warned of its contracting subscriber base. Offering a cheaper ad-supported service is one way to stop the cancellations from continuing as people look to trim costs, but Netflix has to ensure the advertising experience won't turn off viewers.
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