Netflix has revealed that its ad-supported tier has reached almost 5m monthly active users (MAUs) just six months after launch.
At Netflix’s first ever ‘upfronts’ presentation to advertisers, where networks traditionally aim to lock in ad commitments for upcoming shows, the streamer said more than 25% of its new signups are on the advertising tier.
Netflix says that the number of subscribers on the ad tier had more than doubled since the start of 2023, and that the median age of a user of the tier is 34 years old.
Until now, Netflix hadn’t provided detailed information on the traction of its steps into the advertising sector.
Netflix Basic With Ads launched in the US on November 3 at $6.99 per month, some 30% less than the regular Basic plan without ads which costs $9.99 per month.
The ad-supported package is available in Australia, Brazil, Canada, France, Germany, Italy, Japan, Mexico, South Korea, Spain, the UK and the US.
Netflix executives flagged upcoming shows and movies including the sixth and final season of The Crown, as well as Fall of the House of Usher, Squid Game: The Challenge and season 5 of hit reality series Love Is Blind.
Netflix recently reported 232.5 million paying subscribers around the world as of the end of March.
The news follows recent upgrades to the tier, with subscribers now having access to full HD 1080p video (up from 720p) and Netflix doubling the number of concurrent streams to two.
Following the upgrades, Netflix has rebranded the tier to ‘Standard with adverts’.