Netflix Urges Users in Certain Countries to Switch to Ad-Supported or More Expensive Plans to Increase Revenue

Netflix is moving ahead with its plan to eliminate its cheapest ad-free basic plan for current subscribers in some areas. Many social media posts, especially on Reddit, show that Netflix is now asking some users on the basic plan to pick a new plan to keep their subscriptions active.

One Reddit user shared a message they received on their Netflix app, which said, “Your last day to watch Netflix is July 13th. Choose a new plan to keep watching.” Those who are currently paying USD 11.99 per month (around Rs 1,000) for the basic plan will need to switch to either the USD 6.99 (around Rs 580) ad-supported plan, the USD 15.49 (around Rs 1,300) ad-free plan, or the USD 22.99 (around Rs 2,000) ad-free 4K premium plan.

According to Reddit posts, most of the users getting these notifications seem to be in Canada or the UK. This matches Netflix’s earlier announcement to remove the basic plan in these regions during the second quarter of this year. Netflix’s pricing page for both Canada and the UK now says that the “Basic plan has been discontinued” and mentions that “you can change your plan at any time.”

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Last year, Netflix stopped offering its basic plan for new or returning members in the US, Canada, and the UK. However, the company has not yet said when it will start removing the basic plan for existing subscribers in the US.

This change is part of Netflix’s larger plan to simplify its subscription options and encourage more users to choose its ad-supported and premium plans. By getting rid of the basic plan, Netflix hopes to increase its revenue and offer more value through its higher-tier plans.

It looks like current subscribers in Canada and the UK will need to pick a new plan by July 13 to keep watching Netflix. The streaming service does not have any ad-supported plans in India yet. In India, it offers four plans: mobile, basic, standard, and premium. The basic plan, which allows for 720p streaming on mobile phones, tablets, computers, and smart TVs with only one active screen at a time, costs Rs 199 per month.