Netflix is about to charge more for subscribers of its $12 ad-free subscription plan.
As The Verge reported on Tuesday, Reddit users in the UK and Canada have been notified that July 13 is the last day for the program, after which they will move to a more expensive ad-free subscription or a cheaper ad-supported package. Last year, Netflix eliminated its basic plan for new and returning customers.
Back in January, Netflix announced that it would begin phasing out its basic tier sometime this year, starting with the UK and Canada. It’s unclear when U.S. Netflix subscribers will start seeing pop-up notifications.
Netflix did not immediately respond to a request for comment.
Netflix’s ad tier, which initially launched in November 2022, has given the company its saving grace. The streaming service ended 2022 with dismal earnings as it continued to spend more on content while seeing fewer subscribers late in the pandemic. As of May, Netflix’s ad tier had more than 40 million subscribers, reportedly bringing in $70.44 in annual ad revenue per subscriber. It also helps Netflix’s bottom line when it cracks down on password sharing.
Once the base tier is gone, those who want to watch Netflix content will have only three options: Standard with ads for $6.99 per month; Standard with no ads for $15.49 per month; or Premium with no ads and support More supported devices for playback.
