Is Netflix Getting More Like Typical TV? ‘Over 50%’ of New Users Opt for Ads [Video]

Is Netflix getting closer to traditional cable? More users than ever are choosing to endure ad breaks for a lower subscription price.

Over 50% of new sign-ups for the video-streaming service are for the ad-supported plan in countries where Netflix offers it, President of Advertising Amy Reinhard says in a blog post.

That’s 70 million monthly active users globally, a big jump from the 5 million Netflix reported in May 2023. That number has grown steadily—to 22 million in January 2024 and 40 million in May 2024, Variety reports.

“There has been continuous momentum over the last two years, but we’re just getting started and can’t wait to see what’s to come,” says Reinhard.

The standard plan with ads costs$6.99/month, less than half the cost of the regular standard plan ($15.49/month), and much cheaper than the top-tier premium plan ($22.99/month). It supports streaming on up to two devices at a time. Netflix says “most movies and …