Netflix and ch… eaper ad-supported subscription model

Netflix has announced the details of its new lower priced ad-supported plan, which will be available from November, in twelve countries, and priced at $6.99 in the US. The move sees the plan added as an additional alternative to the company’s existing ad-free basic, standard, and premium options. 

The twelve countries in which the ad-funded model will initially be rolled-out in are: 

  • Australia
  • Brazil
  • Canada
  • France
  • Germany
  • Italy
  • Japan
  • Korea
  • Mexico
  • Spain
  • UK
  • US

In a press call published to the company’s Newsroom, Netflix talked about its partnership with Microsoft, and said that its user data was only going to be leveraged to support advertising experiences directly on the platform, and not used to build profiles or ad-targeting elsewhere. 

The company also emphasised the importance of providing transparency for brands on its viewing figures, and will partner with Nielsen in the US to verify audience data.

Earlier in the week, Netflix also announced that it would be partnering with BARB – the Broadcasters Audience Research Board, in the UK, so that its audience numbers could be measured alongside those of traditional broadcasters. 

Greg Peters, Chief Operating Officer and Chief Product Officer for the company, said: “In short, Basic with Adverts is everything people love about Netflix, at a lower price, with a few adverts in-between. It also represents an exciting opportunity for advertisers – the chance to reach a diverse audience, including younger viewers who increasingly don’t watch linear TV, in a premium environment with a seamless, high-resolution adverts experience.”

At launch, adverts will be 15 or 30 seconds in length which will play before and during series and films. You can find out more here


Your first step to joining FIPP's global community of media leaders

Sign up to FIPP World x