Netflix is about to get more expensive for subscribers to the $12 ad-free subscription plan.
According to a report from The Verge on Tuesday, Reddit users based in the UK and Canada have been receiving notifications that July 13 is the last day for the plan before switching to a more expensive ad-free subscription or the cheaper ad-supported tier. Last year, Netflix got rid of the Basic tier for new and returning customers.
Back in January, Netflix announced it would begin the phase-out of the Basic tier sometime this year, starting with the UK and Canada. It’s unclear when U.S. Netflix subscribers will start seeing notifications pop up.
Netflix didn’t immediately respond to a request for comment.
Originally available in November 2022, Netflix’s ad tier has been a saving grace for the company. The streaming service had abysmal earnings in late 2022 as it continued spending more money on content while fewer people were subscribing in the later days of the pandemic. As of May, Netflix’s ad tier had more than 40 million subscribers, and each subscriber brings in a reported $70.44 of annual ad revenue. It also helped Netflix’s bottom line when the company cracked down on sharing passwords.
Once the Basic tier is gone, those wanting to see what’s on Netflix will only have three options: Standard with ads for $6.99 a month, Standard without ads for $15.49 a month, or Premium which comes with no ads and more supported devices to stream on for $22.99 a month.
