Netflix to launch lower-priced ad-supported plan in November

Netflix has announced the launch of Basic with Adverts, its lower priced advert-supported plan, in November.
It will be available in 12 countries: Basic with Adverts will be available in Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the UK and the US.
“A plan for every fan: Our current plans and members will not be impacted. Basic with Adverts complements our existing advert-free Basic, Standard and Premium plans,” said Greg Peters, Chief Operating Officer and Chief Product Officer.
Basic with Adverts offers all the features people expect from Netflix’s Basic plan, with a few differences.
The streamer will offer a wide variety of great TV series and films; personalised viewing experience; available on a wide range of TV and mobile devices; change or cancel your plan at any time.
It will offer video quality up to 720p/HD (now for both our Basic with Adverts and Basic plans); average of 4 to 5 minutes of adverts per hour; a limited number of films and TV series won't be available due to licensing restrictions, which the company said it is working on; users won’t be able to download titles.
“In short, Basic with Adverts is everything people love about Netflix, at a lower price, with a few adverts 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 Adverts 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 adverts experience,” Peters said.
Ad format and controls
At launch, adverts will be 15 or 30 seconds in length which will play before and during series and films.
“To help advertisers reach the right audience and ensure our adverts 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 adverts from appearing on content that might be inconsistent with their brand (e.g. sex, nudity or graphic violence),” he said.
Verification tools
Netflix has partnerships with DoubleVerify and Integral Ad Science to verify the viewability and traffic validity of its adverts starting in Q1 2023.
Basic with Adverts will launch just six months after the streamer first announced the option of a lower-priced adverts plan.
“None of this would have been possible without our team’s hard work or Microsoft’s extraordinary partnership. The switch from linear is happening at an ever increasing speed, with streaming now surpassing broadcast and cable in the US. We’re confident that with Netflix starting at £4.99 a month, we now have a price and plan for every fan. While it’s still very early days, we’re pleased with the interest from both consumers and the advertising community and couldn’t be more excited about what’s ahead. As we learn from and improve the experience, we expect to launch in more countries over time,” said Peters.