Netflix’s ad-supported tier has crossed a major milestone, reaching more than 250 million monthly active users worldwide. The company shared this figure during its upfront presentation, highlighting strong growth in its advertising-driven subscription model.
This marks a sharp rise compared to previous years. In 2024, Netflix reported 70 million users on the ad-supported plan. By 2025, that number had climbed to 94 million. The latest jump shows how quickly this tier is expanding as more users shift toward lower-cost streaming options.
Netflix introduced its Basic with Ads plan in 2022. Since then, it has steadily gained popularity. Rising subscription prices across streaming platforms have pushed many users toward cheaper alternatives. Earlier this year, Netflix increased monthly subscription prices by one dollar, which further strengthened interest in the ad-supported option.
Next year, Netflix plans to expand this tier into 15 additional countries. The rollout will include Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, the Netherlands, New Zealand, Norway, Peru, the Philippines, Poland, Sweden, Switzerland, and Thailand. This expansion is expected to widen the platform’s advertising reach significantly.
At the same time, Netflix continues to invest in advertising technology. The company began using artificial intelligence in its ad systems last year. Now it is testing new features that adjust ad load and frequency based on user viewing behavior. These systems aim to control how often ads appear during streaming sessions.
However, Netflix is also facing legal pressure. The company is currently dealing with a lawsuit filed in Texas. The case alleges that Netflix sells user data to ad tech firms without proper permission. Netflix has rejected these claims and stated that the lawsuit is based on inaccurate and distorted information.
Despite the legal challenge, Netflix continues to push its ad-supported strategy forward. The strong growth suggests that more users are accepting ads in exchange for lower subscription costs.
