Netflix rolls out ad-supported tier for USD 6.99/mo

Netflix has officially launched its ad-supported tier called ‘Basic with Ads’ which is priced at USD 6.99 a month.

Basic with Ads has the features of Netflix’s Basic plan with a few differences:

• What stays the same: A wide variety of great TV shows and movies; personalized viewing experience; available on a wide range of TV and mobile devices; change or cancel your plan at any time.

• What’s different: Video quality up to 720p/HD (now for both our Basic with Ads and Basic plans); average of 4 to 5 minutes of ads per hour; a limited number of movies and TV shows won’t be available due to licensing restrictions, which we’re working on; no ability to download titles.

Basic with Ads will cost USD 6.99 a month (PHP 411.77 based on PHP 58.91 = USD 1.00 conversion) in the US and launch on November 3 at 9 am PT.

Basic with Ads will be available in Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the UK and the US.

For advertisers, Netflix offers the following for those who want their ads on the platform:

• Ad Format: At launch, ads will be 15 or 30 seconds in length, which will play before and during shows and films.

• Advertiser Controls: To help advertisers reach the right audience — and ensure our ads are more relevant for consumers — we’ll offer broad targeting capabilities by country and genre (e.g. action, drama, romance, sci-fi). Advertisers will also be able to prevent their ads from appearing on content that might be inconsistent with their brand (e.g. sex, nudity or graphic violence).

• Verification Tools: We have partnerships with DoubleVerify and Integral Ad Science to verify the viewability and traffic validity of our ads starting in Q1 2023.

• Audience Measurement: To enable advertisers to understand how Netflix can reach their target audience, Nielsen will use its Digital Ad Ratings (DAR) in the U.S. This will become available sometime in 2023 and eventually be reported through Nielsen ONE Ads.