Netflix announced plans to launch a version of the streaming giant’s service with ads on Nov. 3 for $6.99 a month. The Basic with Ads plan will join the service’s three current ad-free plans: A Basic plan for $9.99, Standard for $15.49 and Premium for $19.99. netflix plans

Basic with Ads offers all the features people expect from 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 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.

In short, Basic with Ads is everything people love about Netflix, at a lower price, with a few ads in-between. Starting in November, signing up will be easy — visit Netflix.com, and register with your email, date of birth, and gender to get started.

Basic with Ads will be available in 12 countries: Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the UK and the US. 

The decision to include ads mark a sharp pivot for Netflix, which had embraced offering a streaming service free of advertising. In a call with investors in April, Netflix co-founder and CEO Reed Hastings said he has been against “the complexity of advertising,” preferring the simplicity of a subscription.

“But as much I’m a fan of that, I’m a bigger fan of consumer choice,” Hastings said. “And allowing consumers who would like to have a lower price and are advertising-tolerant (to) get what they want makes a lot of sense.”

Basic with ads – opportunity for advertisers netflix plans

Basic with Ads also represents an exciting opportunity for advertisers — the chance to reach a diverse audience, including younger viewers who increasingly don’t watch linear TV, in a premium environment with a seamless, high-resolution ads experience.

• Ad Format: At launch, ads will be 15 or 30 seconds in length, and will play before and during shows and films. 
• Advertiser Controls: To help advertisers reach the right audience — and ensure Netflix 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: Netflix has partnerships with DoubleVerify and Integral Ad Science to verify the viewability and traffic validity of Netflix 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.

Basic with Ads will launch just six months after Netflix first announced the option of a lower priced ads plan. The switch from linear is happening at an ever increasing speed, with streaming now surpassing broadcast and cable in the US. The company is confident that with Netflix starting at $6.99 a month, they have a price and plan for every fan. While it’s still very early days, Netflix said they are pleased with the interest from both consumers and the advertising community — and couldn’t be more excited about what’s ahead. netflix plans

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