Amy Reinhard, Netflix’s president of advertising, said the streaming service has “the most engaged audience anywhere,” with subscribers on its ad-supported tier spending an average of 41 hours per month on the service.

The new ad formats are part of Netflix’s in-house advertising platform, which is now live in the US after arriving in Canada. It plans to bring the platform to all 12 countries with ad-supported plans by June. “The foundations of our ads business are in place,” Reinhard said. “And going forward, the pace of progress will be even faster.”