Netflix Reportedly Moving up Launch of Ad-Supported Subscription Tier to November
To supposedly get ahead of Disney+’s own plan, which releases in December.
Netflix is reportedly moving up the launch of its ad-supported subscription tier to November.
According to sources, the streaming service is trying to get ahead of competitor Disney+ as it also plans to unveil its own ad-supported tier on December 8. Variety adds that Netflix will launch its subscription plan on November 1 in several countries such as the United States, Canada, the UK, France and Germany.
A Netflix rep refused to confirm the report, however, stating, “We are still in the early days of deciding how to launch a lower-priced, ad-supported tier and no decisions have been made.”
The streamer and its ad partner Microsoft have supposedly asked its ad buyers to submit their bids by next week, noting that its cost per mile will be priced at a “soft” $65 USD — much higher than the standard rate of around $20 USD. “My guess is they won’t get that,” an ad buyer shared, adding that brands are holding on to a “wait-and-see” mindset. “At anything above $20 [CPM], the feeling is, ‘Let’s let other advertisers wade into that pool first.’”
Netflix is supposedly looking for a $10 million USD minimum commitment for its yearly ad spending from agencies and is planning to confirm those ad buys by September 30 so the launch will run smoothly on November 1.
The ad-supported tier could cost at around $7 USD to $9 USD a month and will include four minutes of commercials per hour, and will only be shown before and during programs.
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