Netflix is launching Basic with Ads — Netflix’s lower-priced ad-supported plan — in November.
- Basic with Ads will cost just $6.99 a month in the US and launch on November 3 at 9 am PT.
- Available in 12 countries: Basic with Ads will be available in Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the UK, and the US.
- A plan for every fan: Current plans and members will not be impacted. Basic with Ads complements existing ad-free Basic, Standard, and Premium 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 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 they’re working on); no ability to download titles.
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 also represents an 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, which 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 — they’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 will have partnerships with DoubleVerify and Integral Ad Science to verify the viewability and traffic validity of their 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 they 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.