Netflix is implementing a series of strategies to increase revenue and retain its users as much as possible.
First of all, last March, there was a crackdown on sharing accounts. This was followed by a remodulation of the tariff plans, operational in our country since the beginning of October. In summary, the Basic plan without advertising has been removed for new subscribers, as it was considered unprofitable.
And precisely for the currently cheapest plan, the Basic one with advertising, Netflix has some big news in store for the near future. Let’s find out what it is.
Netflix news: after three episodes in a row, the fourth is without advertising
The news was published on the platform’s official blog on Wednesday 1 November. And it concerns the Basic plan with advertising, today one of the three that Netflix offers together with the Standard and Premium plans.
The Netflix novelty, we read, will be active from the beginning of 2024, and will reward users who agree to undergo a streaming marathon.
Practically, Subscribers to the Basic plan with advertising, after watching three episodes of a series in a row, will be able to enjoy watching a fourth episode without advertising interruptions. Just as if they had subscribed to a Standard or Premium plan.
Verso il binge watching
You don’t have to be an expert to understand the meaning of Netflix’s strategy: with this innovation, users are asked to remain glued to their seats (or, if you prefer an attenuation, faithful) for three episodes in a row, giving as a reward psychological additional minutes in front of the screen.
In this way, the platform encourages so-called binge watching, which can be roughly translated as binge watching television. That is, the practice of consecutively watching a higher than usual number of minutes of television programmes, especially episodes of a single series.
Beyond some studies that have investigated the psychological repercussions of binge watching, it should be noted that in a 2014 survey aimed at Netflix users, more than half of those interviewed said they watch between two and six episodes of a television series consecutively.
The numbers of the Basic plan with advertising
This promotional strategy, together with the aforementioned removal of the Basic plan without advertising, shows how Netflix is firmly focusing on the Basic plan with advertising.
And in fact the numbers made public by the company confirm the direction taken. The Basic plan with advertising, active in Italy for a year (3 November 2023), attracts 15 million active users per month globally. Furthermore, in the month of May Netflix recorded 5 million monthly active users who watched advertisements streaming.
Because of this the duration of the commercials will also change. If previously they were set at 15 and 30 seconds, now advertisers will have spaces of 10, 20 but also 60 seconds available.
Netflix with ads: how many devices
Basic plan with advertising and downloads
The other new feature announced by Netflix regarding the Basic plan with advertising will be that of downloads.
We read in the note: “We have improved the subscriber experience by including 1080p resolution, two simultaneous streams and downloads in our ad-supported plan offering, which will be available by the end of this week.
All subscribers on the ad-supported plan will now be able to download their favorite series and movies. This makes Netflix the only ad-supported streaming service to offer downloads.”
Further news announced by Netflix, at the beginning of 2024 there will be “the inclusion of QR codes in advertising on Netflix in the United States”. No further details are known, but the hypothesis is that you will be able to land on the advertiser’s site and purchase the product advertised during streaming with just a few clicks.
Netflix with advertising: cost
Current pricing plans
We remind you that there are currently three tariff plans that can be subscribed to with Netflix.
The Basic plan with advertising in Italy costs 5.49 euros per month, and for now does not allow the download of content. The user who activates it must accept complete data profiling. Furthermore, all the platform’s titles are available in Full HD for two devices at a time “except for a few films and TV series.”
The Standard plan (12.99 euros per month) allows viewing from two devices at a time in Full HD, without advertising and with the possibility of downloading content.
Finally there is the Premium plan, at 17.99 euros per month. The quality is Ultra HD and the devices that can be used simultaneously rise to six.