Netflix has revealed its new ad-supported, cheaper tier that will cost $6.99 and launch on 4 November.
The new Basic with Ads plan has long been rumoured and, while you get roughly the same level of access to the streaming service’s existing catalogue, viewers will have to endure an average of four to five adverts an hour.
What’s more, both Basic with Ads and Basic subscribers will find their video quality limited to 720p/HD. A limited number of movies and TV shows will not be available due to licensing restrictions, which Netflix says “it’s working on. ”
Basic with Ads users will not be able to download titles, either.
For advertisers, Netflix says Basic with Ads “represents an exciting opportunity” to reach “a diverse audience, including younger viewers” with a “seamless, high-resolution ad experience.”
At launch, ads will be 15 or 30 seconds in length and will play before and during shows and movies. Netflix will also off “broad” targeting capabilities by country and genre. Advertisers will also be able to prevent their ads from appearing on content that might be inconsistent with their brand such as sex, nudity, or graphic violence.
To verify the number of viewers for each ad, Netflix has partnered with DoubleVerify and Integral Ad Science, starting in Q1 next year.
The new plan will not impact current plans and members and Netflix says, “Basic with Ads complements our existing ad-free Basic, Standard and Premium plans.”
Basic with Ads will be available in Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the UK and the US.
In a post on the company’s website, Netflix says, “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.”
