Netflix is retiring its cheapest ad-free plan starting with Canada and the UK in the second quarter of the year. According to The Verge, executives at the company told investors on Tuesday while reporting its quarter earnings that the $11.99 monthly plan will soon not be available in some countries.
With the $11.99 plan going away, Netflix’s cheapest ad-free plan will be the $15.49 monthly plan. Subscribers who cannot afford the big jump in price can downgrade to the basic $6.99 ad-supported monthly plan, while the $22.99 per month Premium plan is available for those who can afford it. In preparation for the change, Netflix stopped letting new and returning subscribers sign up for the $11.99 per month last year in Canada, after which the US and the UK followed suit.
In the last quarter of 2023, Netflix added 13.1 million subscribers, in total the company now boasts 247 million subscribers globally. Currently, there are 23 million monthly active users on the ad-supported plan, according to CEO Greg Peters. Peters emphasized on how the company is “shifting our plans and pricing structure in other places” and said the company’s main focus is to “scale.”