Netflix is starting to phase out its cheapest ad-free plan

Illustration by Alex Castro / The Verge

Netflix is pursuing done connected its program to signifier retired its cheapest ad-free tier for existing subscribers. As spotted successful galore posts on Reddit, Netflix is present asking immoderate basal program subscribers to take a caller program to enactment subscribed to Netflix.

One Reddit idiosyncratic received a notification connected their Netflix app, saying “Your past time to ticker Netflix is July 13th. Choose a caller program to support watching.” Subscribers paying $9.99 / period for the basal program volition person to take either the $6.99 ad-supported tier, the $15.49 ad-free tier, oregon the $22.99 ad-free 4K premium plan.

Judging by the posts connected Reddit, it looks similar astir users receiving the punctual are located successful Canada oregon the UK, which tracks with Netflix’s program to signifier retired the basal tier: successful January, Netflix announced that it’s taking distant the tier for existing subscribers successful the 2nd 4th of this year, starting with Canada and the UK. The streamer’s pricing leafage successful some Canada and the UK says the “Basic program has been discontinued” and that “you tin alteration your program astatine immoderate time.”

Last year, Netflix discontinued its basal plan for caller oregon returning members successful the US, Canada, and the UK. Netflix hasn’t said erstwhile it volition commencement phasing retired the basal program for existing subscribers successful the US. The Verge has reached retired to Netflix for much accusation but hasn’t yet heard back.

Like galore different streamers, Netflix continues to nudge users toward its ad-supported plan, which, arsenic of May, had grown to implicit 40 cardinal users.

Disclosure: The Verge precocious produced a bid with Netflix.