Netflix removed its basic ad-free plan for new subscribers in the US and UK last year. Before the suspension, it was the cheapest way for subscribers to watch content on Netflix without ads. Now, the change is said to be rolling out for existing users as well, according to claims on social media. The development comes amid reports that the video streaming service may introduce a free but ad-supported plan in select regions.
Basic plan discontinued
In a post on the Netflix subreddit, user @MeltedInk8624 shared a screenshot showing a notification from Netflix asking them to change their plan. The Basic plan seems to be missing from the list, as the “Standard with Ads” plan is the most affordable option for watching Netflix, priced at $6.99 (roughly Rs. 580) per month.
Captioning the post, the user wrote: “So you're telling me that even after getting a plan that pays monthly, they blocked certain shows behind a paywall??! I'm [sic] already paying for this service, why should I pay more?!”
If users don't want to see ads, they can subscribe to the more expensive Standard or Premium plans, priced at $15.49 (roughly Rs. 1,300) and $22.99 (roughly Rs. 1,900) per month, respectively, in the US. While the Standard plan offers Full HD streaming with support for viewing on two devices simultaneously, Premium plan subscribers can watch up to four devices together in 4K.
Netflix says the ad-supported plan is its most popular option among users. According to Amy Reinhard, president of advertising at Netflix, this advertising-based plan currently has 40 million active users worldwide, compared to the 5 million user mark last year. Also, in countries where it's available, 40 percent of all Netflix sign-ups come from the ad-supported plan.
The Basic plan is still visible to existing Netflix subscribers in India, which may suggest that the change hasn't rolled out in the country yet.
Free Netflix plan
This development comes amid a report that Netflix may introduce a free-to-view plan with advertising in certain regions. The video streaming platform is said to have discussed offering a free plan in Asian and European markets, where other TV channels also have free plans. The report suggested the move was aimed at increasing the streaming platform's audience, citing people familiar with the matter.
If indeed launched, it would be the second time Netflix has experimented with free-to-view plans, following the introduction of a similar plan in Kenya in 2021 for Android smartphones. However, this plan was withdrawn a year later.
