Microsoft announced on Wednesday that it will manage the technology for selling advertising space on Netflix, the streaming giant which wants to offer cheaper subscriptions but with advertising.

Netflix had made the decision after a disappointing first quarter, where it lost subscribers for the first time in ten years.

“It is clear that it works for Hulu”, had remarked the boss of Netflix Reed Hastings, in reference to a competing service, during a conference call with analysts, specifying that the new formula should see the light of day here. year or two.

“If you want the ad-free option, that will always be possible. If you prefer to pay less and tolerate ads, there will be an offer for you too, ”he added.

This subscription will be added to the three options already available (“Essential”, “Standard” and “Premium”), the cheapest being ten dollars per month in the United States.

Microsoft will be responsible for designing and managing the platform for advertisers wishing to serve ads to Netflix users.

"Microsoft has the proven ability to meet all of our advertising needs by building a new ad-based subscription offering with us," said Greg Peters, Netflix's chief operating officer, quoted in Wednesday's statement.

"Most importantly, Microsoft gives us the ability to flexibly innovate in the future, both on the technology side and in sales techniques, and provides strong protections for the privacy of our subscribers," he said. detailed.