Netflix is making changes to its business plan and model, specifically targeting value-conscious customers to embrace its new ad-based platform. Over the past year, the streaming giant has been vocal about its efforts to transform the business side of its platform, redefining how users can access their accounts and content. As part of this initiative, Netflix introduced the "Standard with Ads" subscription option, which attracted approximately 25% of new subscribers, translating to approximately five million users. Additionally, Netflix has implemented a paid-sharing program in the United States and other countries, allowing for the monetization of password sharing between individuals not residing in the same household.
Now, according to Variety, Netflix plans to boost its revenue by discontinuing its most affordable streaming plans without advertisements in the United States and the United Kingdom. This decision comes as Netflix's paid-sharing initiative is anticipated to be a hit in the streaming giant's Q2 earnings. The Basic Plan, which permitted a single stream for $9.99/month in the U.S. and £6.99/month in the U.K., and did not include ads, is no longer available for new or returning users. However, existing members can continue with this subscription until they modify their plans or deactivate their accounts.
Netflix's latest update aims to attract more users to their Standard With Ads plan, which starts at $6.99/month in the U.S. and £4.99/month in the U.K. A Netflix spokesperson stated that this option offers great value to consumers due to its competitive pricing and extensive catalog. The Standard With Ads plan includes approximately four minutes of unskippable ads per hour and allows for simultaneous streaming on two devices but lacks offline streaming and the ability to add an extra screen.
Netflix reports that their new business model is a resounding success. In the Q1 earnings report, they revealed that the ad-supported plan is generating higher revenues than the previous Standard plan. With the ad-supported subscription, Netflix is earning a minimum of $8.50/month per user on the Standard With Ad plan alone.
While existing users can continue to stay on The Basic Plan without ads, the company guarantees that the majority of TV shows and movies are accessible on ad-supported plans. Only a limited number of titles are restricted due to Netflix licensing issues. Netflix's ad-supported plans are increasingly popular worldwide, including countries like the United States, United Kingdom, Italy, Japan, Mexico, and more.