Google Partners with Netflix for Emily in Paris

Netflix has partnered with Google to serve as the title sponsor for the fourth season of 'Emily in Paris,' marking a first for Netflix in allowing title sponsorships for previous seasons. The partnership includes an innovative feature where viewers can use Google Lens to scan the outfits worn by the character Emily, portrayed by Lily Collins, and be directed to similar fashion items available for purchase. For subscribers on the ad-supported plan, the collaboration introduces shoppable pause ads that prompt users to scan the screen for shopping options. Google is also promoting the new season with custom 15-second advertisements featuring Collins in her role, and a recent pop-up event in Los Angeles offered fans a chance to engage with the brand. This deal reflects Netflix's ongoing strategy to monetize its ad tier, which has been recognized as a significant revenue opportunity. The partnership not only enhances viewer experience but also intertwines fashion marketing with streaming content.