Netflix Advertising for Generation Z. An Analysis of Sex Education and Elite

DOI: https://doi.org/10.5209/hics.105225
Keywords: Netflix Spain, Generation Z, advertising, product placement, Sex Education, Élite

Abstract

This paper analyzes Netflix advertising in two series aimed at Generation Z: Sex Education and Elite. The platform, a pioneer in including traditional advertising in spot format, serves as the basis for an exploratory study on advertising techniques, both spots and product placement, aimed at this audience. The objective is to understand the overall advertising exposure of viewers. The ads last less than a minute and product placement is introduced with minimal interruptions to the narrative, moving away from advertising saturation. Netflix is consolidating its position as a platform for brands interested in young audiences, with a predominance of female beauty products, accessories, and shopping centers, reinforcing unsustainable consumption linked to traditional beauty standards that affect young people.

Author Biographies

Jose Antonio Cortés Quesada, Universidad Internacional de La Rioja (UNIR)

Doctor in Communication and Associate Professor accredited by ANECA. He teaches in the Marketing Degree program at the International University of La Rioja (UNIR). Coordinator of Academic Innovation Projects in AI at PROEDUCA. His research addresses the consumption patterns of Generation Z, Millennials, and Generation Alpha on emerging platforms such as TikTok. He has collaborated on research projects and publications on linear television audience measurement, digital advertising, and communication in streaming environments.

Ainhoa Garcia Rivero, Universidad Internacional de La Rioja (UNIR)

PhD candidate in Communication at the UCM and Academic Coordinator of the Master's Degree in Customer Experience Innovation at the UNIR. Professor in Advertising and Marketing programs, she previously worked as a media planner at Atresmedia Publicidad, participating in pioneering digital advertising projects on linear television (HBBTV). Winner of the 2020 ATIC Award for the best master's thesis in Communication. Her research focuses on youth and children's communication, digital media, and new advertising platforms.

Erika Fernández Gómez, University of Vigo

She is a Professor of Communication and Advertising at the Faculty of Economics and Business at the International University of La Rioja (Spain). Her research focuses on social media, streaming platforms, advertising, and young audiences.

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Published
2026-07-14
How to Cite
Cortés Quesada, J. A., Garcia Rivero, A., & Fernández Gómez, E. (2026). Netflix Advertising for Generation Z. An Analysis of Sex Education and Elite. Historia Y Comunicación Social, 31(1), 151-164. https://doi.org/10.5209/hics.105225
Issue
Vol. 31 No. 1 (2026)
Section
Articles

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