Netflix may have removed its cheapest ad-free plan for existing subscribers in some markets

Netflix removed its basic ad-free plan for new subscribers in the US and UK last year. Before it was discontinued, it was the cheapest way for subscribers to watch Netflix content without ads. Now, the change is being rolled out to existing users, according to social media. The move comes amid reports that the video streaming service could introduce a free but ad-supported plan in some regions.

Basic plan has been discontinued

IN mail On the Netflix subreddit, user @MeltedInk8624 shared a screenshot showing a notification from Netflix asking to change plans. The Basic plan seems to be missing from the list, with the Standard with Ads plan being the most affordable option to watch Netflix at $6.99 (approximately Rs. 580) per month.

In the caption of the post, the user wrote: “So you’re telling me that even after getting a monthly plan, they closed access to some shows as a paid subscription??! I [sic] I already pay for this service, why should I pay more?!»

If users don’t want to watch ads, they can subscribe to the more expensive Standard or Premium plans, which cost $15.49 (approximately Rs. 1,300) and $22.99 (approximately Rs. 1,900) per month respectively in the US. While the Standard plan offers full HD streaming with support for viewing on two devices simultaneously, Premium plan subscribers can watch on up to four devices simultaneously in 4K.

Netflix claims that the ad-supported plan is the most popular option among users. According to Amy Reinhard, Netflix’s president of advertising, the ad-supported plan currently has 40 million active users worldwide, up from 5 million users last year. What’s more, in countries where it’s available, 40 percent of all Netflix signups are for the ad-supported plan.

The Basic plan is still available to existing Netflix subscribers in India, which could indicate that the change has not yet been rolled out in the country.

Netflix Free Plan

The development comes amid a report that Netflix may introduce a free, ad-supported viewing plan in some regions. The video streaming platform has reportedly discussed offering a free plan in Asian and European markets, where other TV networks also have free plans. The report said the move is aimed at increasing the streaming platform’s audience, citing people familiar with the matter.

If it does launch, it will be the second time Netflix has experimented with free viewing plans, after introducing a similar plan in Kenya in 2021 for Android smartphones. However, that plan was scrapped a year later.