Netflix has made changes to its lowest-priced, ad-free plan in the UK and Canada, much to the disappointment of some users. Customers have reported receiving notifications to upgrade to a higher-cost option or accept ads. In Canada, the new Standard plan with ads starts at $5.99, while the ad-free option costs $16.49, replacing the discontinued Basic plan priced at $9.99.
A user in the UK responded humorously to similar messages by Netflix, indicating the price differences between the plans. Existing subscribers of the Basic plan can continue with their current plan until it is changed or canceled, according to the company. Co-CEO Greg Peters explained this shift in pricing as an effort to invest in a wider range of content options for the platform.
Peters mentioned the goal of providing more diverse and high-quality shows to Netflix users and the company’s willingness to periodically adjust prices to keep up with the demand for better content. The streaming service is not alone in raising prices, with many top platforms making similar updates over the past year. These changes reflect the ongoing evolution of the streaming industry as companies seek to cater to consumer preferences and generate more revenue.