It's true that the show's creators typically receive the cash for the product placement. (I also would guess that Netflix is getting a cut of some kind.) Consi

It's true that the show's creators typically receive the cash for the product placement. (I also would guess that Netflix is getting a cut of some kind.) Consider what it means that a service would optimize for this form of monetization. Brands that are placing products on Netflix shows are unencumbered by the brands/deals supported by other shows, since the product placement happens on the content level, instead of the distribution/broadcast level. Netflix can basically offer much more "robust" monetization options because its content choices don't narrow the scope and breadth of its list of supported brands. One positive externality caused by the more limited advertising strategies employed by traditional broadcasters was that advertising was not a free-for-all. Ads were shown in predictable ways, on consistent (contractually-obligated) schedules. Now, Netflix can enable more and more next-generation advertising options within its content offerings, which is certain to lead to some disturbing changes. These changes would definitely catch its customers by surprise, if Netflix chose to roll out these strategies all at once. But they appear to be doing it slowly, so that most of their users will probably not notice it.