Netflix Kills Off Cheapest No-Ads Plan in U.S., U.K. as It Looks to Boost Customers on Ad-Supported Tier
variety.comTodd Spangler NY Digital Editor Netflix is no longer offering its cheapest streaming plan without ads in the U.S. and the U.K., with the company aiming to push value-conscious consumers to sign up for its advertising-supported package.
The Basic plan, which provided a single stream for $9.99/month in the U.S. and £6.99/month in the U.K., is no longer available “for new or rejoining members” in the respective countries.
According to Netflix, existing Basic members can “remain on this plan until you change plans or cancel your account.” The elimination of Netflix’s Basic plan is designed to boost customers on the ad-supported Standard With Ads, which the company first launched last November.
In May, Netflix said it had signed up more than 5 million members for its ad-supported plans, with 25% of new subs taking the package. “Our starting prices of $6.99 in the US and £4.99 in the U.K. [for Standard With Ads] are lower than the competition and provide great value to consumers given the breadth and quality of our catalog,” a Netflix spokesperson tells Variety.
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