During its recent Upfront event, Netflix disclosed that its advertising-included subscription level now boasts over 250 million monthly active users, representing a significant growth for the service. The ad-based option saw 70 million subscribers in 2024 and climbed to 94 million by 2025.
Beginning in 2027, Netflix intends to introduce the ad-supported tier in an additional 15 nations, including Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, the Netherlands, New Zealand, Norway, Peru, the Philippines, Poland, Sweden, Switzerland, and Thailand.
The Basic with Ads package began its global rollout in 2022 and has gained traction amid rising prices across streaming platforms. Netflix recently raised its monthly fees for all plans by one dollar at the start of the year.
As expected for 2026, the Upfront discussion featured extensive coverage of artificial intelligence. Netflix implemented AI in its advertising efforts in 2025, and it is now experimenting with features that deliver 'personalized ad loads and frequency caps that dynamically adjust the ads our members see, based on their viewing behaviors.' Separately, the platform is dealing with a legal challenge from Texas authorities, who allege unlawful sharing of customer information with advertising technology firms; Netflix has countered that the claims rely on 'inaccurate and distorted information.'