Netflix today announced the details of its new plan which, for the first time, will include advertising. It will launch at noon ET on November 3 in the United States, Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, and the United Kingdom.
The plan costs $7 a month in the US, $6 a month in Canada, and £5 a month in the UK.
The new plan is called “Basic with Ads”. Netflix says it will have all the things you get on the current Netflix Basic Plan, only now you’ll see ads. Netflix says it expects an average of 4 to 5 minutes of advertising per hour, and that some movies and shows will not be available on this plan due to licensing restrictions. Streaming will be limited to 720p resolution and on one device at a time. You also won’t be able to download anything for offline viewing.
The ads themselves should be 15-30 seconds long and will play before and during shows and movies. Advertising on the new plan is being served by Microsoft, which bought AT&T’s Xandr ad tech tool.
Netflix says it will work to better target ads to viewers based on the country and genre of content being served. Advertisers will also be able to prevent their ads from appearing on content that doesn’t fit their brand (for example, if the show has too much sex or violence).
The other Netflix plans remain as they currently are: $10 a month for Basic (which is being upscaled to 720p resolution alongside Basic With Ads in November), $15.50 for Standard (which gets you two devices at once, 1080p resolution and support for two devices at a time) and Premium for $20 a month (four devices at a time, plus 4K resolution).