Netflix is finally saying goodbye to its most affordable ad-free plan, the Basic tier. As previously announced in January, existing subscribers on the Basic plan (typically around $11.99/month) are now receiving notifications that it’s time to choose a new plan.

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

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This move follows Netflix’s discontinuation of the Basic plan for new subscribers in the US, Canada, and the UK in 2023. They are now pushing users towards either an ad-supported tier for $6.99/month or a more expensive ad-free plan, starting at $15.49/month for standard definition and going up to $22.99/month for the premium 4K plan.

This decision reflects Netflix’s strategy to increase revenue. With the streaming market becoming more competitive, Netflix is likely hoping to either get viewers to pay more for ad-free content or generate revenue through ads. Social media is abuzz with reactions from those on the Basic plan, with some welcoming the lower ad-supported tier and others expressing frustration at the price hike for ad-free viewing.

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