Netflix recently announced a price hike for all of its US-based plans, with Standard (with ads) now costing $8.99 per month. Meanwhile, the most expensive Premium plan increased by $2 per month to $26.99. While the Standard plan includes ads, it is still the most feasible option for viewers out there. This is exactly why Netflix says its ad-supported tier is scaling across global markets. That’s not all; Netflix reportedly also plans to expand ad placements across the app.
The Netflix app will start displaying ads in vertical video and podcasts next year
Netflix, during its 2026 upfront presentation, added that its ad-supported tier now reaches more than 250 million monthly active viewers globally. That’s a jump of 60 million from the previous 190 million figure that Netflix reported back in late 2025.
Netflix adds that the “monthly active viewers” metric is based on viewers who watch at least one minute of ads in a month, multiplied by estimated household viewing size. Apparently, 80 percent of these viewers engage weekly, which hints at strong consistency in ad exposure.
Since ads are the major revenue driver for the streaming giant, it will soon expand ad placements within the Netflix app. That’s according to The Verge, which reports that starting next year, vertical videos and podcasts in the Netflix app will feature ads. Apparently, Netflix is also experimenting with a personalization feature that serves ads for subscribers based on their viewing habits.
Ad tier will soon expand to more regions
Besides expanding ads in the app, Netflix is also planning to launch an ad tier in 15 new countries. The list includes Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, the Netherlands, New Zealand, Norway, Peru, the Philippines, Poland, Sweden, Switzerland, and Thailand. Netflix also wants to expand opportunities for advertisers to sponsor its fan site, Tudum. Not to forget, the company is planning all that while also dealing with a lawsuit in Texas.
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