Streaming giant Netflix is reportedly set to launch its ad-supported version in November, earlier than the initial projected launch in early 2023 and more than a month ahead of rival Disney. Disney plans to launch its own ad-supported version of Disney+ Basic on Dec. 8.
Streaming giant Netflix has been researching ad agencies to get their support for its own schedule and has asked advertisers to submit plans by Sept. 30. One agency executive said it was an effort to get to market before Disney.
The company stressed that while it is trying to reverse the decline in subscriptions by offering viewers a compromise, it also wants to retain a quality viewing experience: pay less in exchange for seeing some ads while watching ‘Stranger Things’ or ‘Bridgerton’. The company said the ads will be front- and center-facing.
One buyer who saw the demo said, “The amount of ads will be very small, and they want a variety of advertisers and brands so viewers don’t see duplicate ads, which are still prevalent in connected TV.” Netflix is considering charging viewers $6 to $9 a month to watch the ad series, compared to its standard $16.