Netflix's ad tier now has a whopping 250 million monthly users
Source: Engadget
Elliott Cowand Jr/Shutterstock
Overview
Netflix now has more than 250 million monthly active users on its ad‑supported tier, according to the company’s Upfront presentation. This marks a substantial increase from previous years.
Growth
International Expansion
Starting in 2026, Netflix will launch the ad‑supported plan in 15 additional countries:
- Austria
- Belgium
- Colombia
- Denmark
- Indonesia
- Ireland
- The Netherlands
- New Zealand
- Norway
- Peru
- Philippines
- Poland
- Sweden
- Switzerland
- Thailand
Pricing
The Basic with Ads tier began rolling out in 2022 (explainer). In early 2024, Netflix raised all monthly subscription prices by $1 (price hike).
AI and Advertising
During the 2026 Upfront, Netflix highlighted new AI‑driven advertising initiatives. After experimenting with AI in ads last year (AI ads), the company is testing:
- Personalized ad loads
- Dynamic frequency caps that adjust based on individual viewing behavior
Legal Issues
Netflix is currently facing a lawsuit from the state of Texas alleging that it illegally sells user data to ad‑tech companies (lawsuit). Netflix contends the suit is “based on inaccurate and distorted information.”