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Netflix’s Ad-Supported Subscription Plan

Netflix’s ad-supported tier will reportedly go live on November 1st. According to Variety, the streaming platform is advancing on the timeline for the debut of its cheaper plans to beat Disney+. The stage was originally scheduled to go live in early 2023. But with Disney+ releasing its own version of an ad-supported package on December 8 in the US – Disney+ Hotstar already offers a free ad-based plan – Netflix has preferred it. Netflix’s upcoming ad-supported tier will reportedly cost between US$7 (roughly Rs. 560) and US$9 (roughly Rs. 720) per month.

During its second-quarter earnings call in July, Netflix announced its plans to launch the ad-supported tier “around early 2023,” with the release targeting a handful of markets where ad spend has been “significant.” According to Variety, the ad-based subscription plans will now be released on November 1st in multiple countries including the US, Canada, UK, France and Germany. The company plans to gradually roll out the service and see how consumers react to it. There is currently no word on an India rollout.

“We’re still in the early stages of deciding how to introduce a lower-priced, ad-supported tier, and no decisions have been made,” a Netflix representative told Variety. The intent behind the price drop is to attract new subscribers to the service who wouldn’t mind watching a few ads in exchange for quality content. In the initial phase, Netflix will reportedly target around four minutes of commercials per hour, which would be seen before and during shows. But not after.

As previously mentioned, Netflix’s ad-supported tier is expected to cost between $7 and $9, which is about half the amount US audiences typically pay. For $15.49 (about Rs. 1,237), US subscribers get access to the Standard plan, which supports 1080p video streaming on up to two screens at once. Netflix hasn’t revealed any details about streaming quality in the upcoming ad-supported tier.

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In comparison, competitor Disney+’s ad-supported plans start at $7.99 (about Rs. 639), roughly in the same range as Netflix. The latter requires a minimum commitment of $10 million (approx.

Netflix wants to block ad purchases until September 30th to meet the November 1st deadline/start date. “In the first phase of the ad tier rollout, Netflix will not serve ads based on geography (other than by country), age, gender, viewing behavior, or time of day,” it concludes.

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