We have known for months that Netflix is preparing a new subscription partly sponsored by advertising. According to a new report from Bloomberg, the streaming giant plans to charge between $7 and $9 for its new tier. Netflix’s cheapest plan is currently €8.99 in France or $9.99 per month in the US, with 480p streaming.
An interesting offer, really?
If you want HD on Netflix, you currently have to upgrade to the $15.99 per month plan and $19.99 per month for 4K streaming. The future more economical subscription with advertising support is therefore aimed at those who are not afraid of advertisements and who want good image quality.
Ads will run before and during shows and movies, and Netflix expects to sell about four minutes of advertising per hour. Customers won’t be able to skip ads or access playback controls while streaming, but Netflix wants to limit ad targeting and ensure they aren’t too repetitive.
The advertised tier will have more restrictions than the more expensive ones, and Netflix does not plan to allow customers who subscribe to this offer to download TV series and movies for offline viewing.
Netflix is turning to advertising as it has been unable to sustain subscriber numbers. The company lost subscribers for the first time in 10 years during the first quarter of 2022, and blamed “a large number of households sharing accounts” and “competition”.
Netflix aims to bring this more affordable offering to limited markets before the end of the year, but a full rollout may not happen until 2023.