Netflix Is Phasing Out Its Cheapest Ad-Free Plan

Your $11.99 Netflix subscription is disappearing.

Netflix is implementing its plan to gradually eliminate its cheapest ad-free plan for existing subscribers. According to several posts on Reddit, Netflix is now prompting some basic plan subscribers to choose a new plan to remain subscribed.

One Reddit user reported receiving a notification on their Netflix app stating, “Your last day to watch Netflix is July 13th. Choose a new plan to keep watching.” Subscribers currently paying $11.99/month for the basic plan will have to switch to either the $6.99 ad-supported tier, the $15.49 ad-free plan, or the $22.99 ad-free 4K premium plan.

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From the posts on Reddit, it appears that most of the affected users are in Canada or the UK. This aligns with Netflix’s strategy: in January, Netflix announced it would begin phasing out the basic tier for existing subscribers in the second quarter of this year, starting with Canada and the UK. The pricing pages for Netflix in both Canada and the UK indicate that the “Basic plan has been discontinued” and that “you can change your plan at any time.”

Last year, Netflix discontinued its basic plan for new or returning members in the US, Canada, and the UK. However, Netflix has not yet specified when it will begin phasing out the basic plan for existing subscribers in the US. W

Like many other streaming services, Netflix continues to steer users towards its ad-supported plan, which had grown to over 40 million subscribers by May.