Netflix Starts Booting Subscribers Off Cheapest Basic Ads-Free Plan

Netflix is proceeding with its plan to discontinue its cheapest ad-free subscription tier, starting with the UK and Canada, with more countries inevitably to follow.

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The streaming behemoth has started sending subscribers on-screen notifications regarding the last day they may use the service without upgrading.

Reddit user published Netflix app notification: “July 13th is your final day to watch Netflix. Select a new monitoring strategy.” Customers are urged to pick the cheaper Standard with advertisements or the more costly Standard or Premium 4K subscriptions.

Users in the UK are advised that their £7.99 per month Basic plan has been withdrawn and that they may sign up for £4.99 for the Standard with ads plan or £10.99 for the Standard plan. The £10.99 package allows 1080p streaming, two-device watching, and two-device downloads. Standard with advertising streams 1080p video but includes commercials.

Canadian Basic plan members are likewise receiving alerts on their last viewing day. Canadian prices increased from $9.99 for the Basic plan to $16.49 for the Standard plan. The Standard with Ads plan ($5.99) preserves $4.

The US Basic plan, which costs $11.99 monthly, has been unavailable to new members since last year. Netflix indicated in its early 2024 earnings call that it will discontinue its Basic plan in Canada and the UK in the second quarter and then “taking it from there.” Netflix reported 40 million international monthly active users for its ad-supported streaming tier in May, up 35 million from a year before.

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