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· Posted on
February 21, 2024

Netflix is rolling out an ad-supported plan so it's pretty much just another TV network now

After years of fighting the urge, Netflix is finally rolling out an ad-supported tier.

What's the key learning?

  • Netflix is rolling out an ad-supported tier called Basic with Ads, costs $6.99 per month, and will be available to 12 countries including Australia.
  • The ad-supported plan mean will mean you'll cop 15 seconds of 30 seconds long ads in the beginning and middle of each piece of content.
  • Netflix had long positioned its streaming service as a commercial-free alternative but now it's looking to ads for some much needed revenue.

👉 Background: For many years, Netflix has proudly proclaimed that ads would never be part of its service. In fact, the CEO even said that ads 'exploit users'. But now, after years of fighting the urge, Netflix is rolling out an ad-supported tier.

👉 What happened: Starting next month, Australia will be one of 12 countries where Netflix’s new ad-based budget subscription plan will be offered. The new plan, named Basic with Ads, will cost $6.99 per month ($4 cheaper than the current cheapest plan on offer).

👉 What else: The new ad-supported plan will mean you’ll cop 15 seconds or 30 seconds long ads in the beginning and middle of each piece of content.

What's the key learning?

💡The more things change, the more they stay the same. Netflix had long positioned its streaming service as a commercial-free alternative.

💡But Netflix has been faced with a very untasty cocktail of:

  • Subscriber growth stalling big time
  • Stock price on struggle street
  • Disney challenging their streaming biz

💡So the ‘flix is looking to ads for some much needed revenue. And now, all of a sudden, Netflix is starting to look a little more like.. old school pay TV providers… like Foxtel.

‍

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