19 July 2023 , 10:19
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Netflix users will be expected to sit through ads or pay more for their membership each month, following some major changes on the platform.
The streaming giant has quietly ditched its cheap 'Basic' tier in the UK, which enabled users to watch everything on the platform in standard HD for £6.99 per month—without having to see any adverts.
However, this option has now been removed from the platform, meaning new subscribers will have to fork out £10.99 per month if they want to watch Netflix ad-free.
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That's because there is no longer an ad-free budget option. The cheapest subscription tier, 'Standard with Adverts' costs £4.99 per month and lets you stream in full HD, but forces users to sit through ads—which can be a huge annoyance.
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The 'Basic' Netflix tier has vanished from the streaming giant's website (Netflix / Mirror.co.uk)The change has already taken place on the Netflix website, where the 'Basic' option has been removed from the subscription plans page.
The good news is that if you're already on the Basic subscription, you won't lose access to it just yet unless you decide to switch plans.
On the page, Netflix states: "The Basic plan is no longer available for new or rejoining members. If you are currently on the Basic plan, you can remain on this plan until you change plans or cancel your account."
New and rejoining Netflix subscribers will have to fork out £10.99 per month if they want to watch TV and movies without ads (NurPhoto via Getty Images)This comes just after the firm buried the 'Basic' option in a less-visible page, as reported by Mirror.co.uk earlier this month.
Ads were first introduced to Netflix in late 2022 as a way to attract more people to the streaming service—and raise more money by selling ads.
This was coupled with a crackdown on account sharing this year, which prevents users from sharing their login details with people outside of their household.
The lack of adverts was once one of the main selling points for streaming services which hoped to attract people away from traditional TV. But now that streaming has become the dominant way for viewers to consume new films and series, ads have slowly cropped up across a number of different services.