Netflix is rolling out a new subscription model in the Netherlands next year that will allow subscribers to pay less monthly fees in exchange for viewing more ads.
Subscriptions with ads are already popular on competitor streaming sites such as Disney+, HBO Max and Videoland, where viewers see advertisements before and during certain series and movies.
Netflix has also been offering these less expensive subscriptions in places including the US, France and Germany.
In Germany, where the system is already in place, ad-free streaming costs 13.99 euro per month as compared to 4.99 euro monthly if subscribers choose to view advertisements.
How much the subscription will cost in the Netherlands, where the cheapest Netflix subscription is currently 9.99 euros per month, is not yet known. The plan will also be rolled out in Belgium and the Nordic countries.
Advertising revenue is becoming increasingly important for the mega streamer, which for years boasted ad-free viewing. But in its most recent quarterly update, Netflix said its advertising revenue will double this year.
Earlier this month, Dutch consumers took Netflix to court over subscription hikes for viewers with permanent subscriptions. The mass claim foundation, Stichting Bescherming Consumentenbelang, said the company had illegally changed its terms and conditions without fully informing subscribers.
The foundation says subscription costs have risen up to 75% since 2017 “without any transparency”, effecting millions of Dutch consumers to a tune of 673 million euro.
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