Netflix reported more than 250 million monthly active users on its ad-supported tier, a significant increase from 70 million in 2024 and 94 million in 2025. This figure was disclosed during the company’s Upfront presentation, highlighting the growing popularity of this subscription option.
Beginning in 2027, Netflix plans to expand its ad-supported plan to 15 additional countries, including Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, the Netherlands, New Zealand, Norway, Peru, the Philippines, Poland, Sweden, Switzerland, and Thailand. The Basic with Ads tier initially launched in 2022.
The ad-supported tier’s increasing user base coincides with rising subscription costs; Netflix raised monthly fees by one dollar earlier in 2026. Discussions during the Upfront presentation also highlighted Netflix’s integration of artificial intelligence (AI) in its advertising strategy.
Netflix began testing AI in its ads in 2025, exploring features like “personalized ad loads and frequency caps” that adjust dynamically based on viewing behaviors. However, the company is currently facing a lawsuit from Texas that alleges it illegally sells user data to advertising technology companies. Netflix has denied these claims, stating that the lawsuit is “based on inaccurate and distorted information.”
