- According to a code discovered inside the company’s iPhone app, Netflix does not intend to allow users of its new ad-supported plan to download shows and movies to their devices for offline viewing, removing a feature that consumers enjoy on its normal subscription.
- The Los Gatos, California-based startup has already stated that it will not sell all of its content on the ad plan.
Netflix is not planning to allow its new ad-supported plan users to download shows and movies for offline viewing, according to code found in the company’s iPhone app, removing a feature that its regular service customers enjoy.
This indicates that Netflix is making every effort to differentiate the upcoming service from its current offerings. The streaming giant, which has eschewed advertisements for years, plans to launch the ad-supported plan in early 2019. However, hints about the new service are already present in the iPhone app’s code.
According to text in the app discovered by developer Steve Moser and shared with Bloomberg News, “downloads are available on all plans except for Netflix with ads.” The code also indicates that users will be unable to skip advertisements, a common practice in the streaming industry, and that playback controls will be unavailable during commercial breaks.
Netflix declined to comment. Given that the launch of the service is still several months away, it’s likely that the company’s plans are not yet finalized, and its strategy may be subject to change.
However, early indications suggest that Netflix is limiting the number of extra features on the ad-supported service. With its standard plans, users can download content for viewing on airplanes and other locations without dependable Internet access. After hooking users on the ad-supported version, Netflix may be able to upsell them to its premium tiers by omitting this feature. The Los Gatos, California-based company has already stated that not all of its content will be available on the ad-supported plan.
Netflix is losing subscribers and faces competition from Walt Disney, Amazon, and HBO Max from Warner Bros. Discovery. Last quarter, the company lost 1.3 million customers in the United States and Canada, its largest market.
Competing services such as Disney’s Hulu, Warner Bros.’ HBO Max, and Comcast’s Peacock already rely on ad-supported tiers to fuel expansion. Additionally, the downloading option is disabled in the cheapest versions of services such as HBO Max.
The Netflix app contains additional hidden references to its ad expansion, such as text about helping Netflix customize advertisements for individual users. “Now, let’s set up your ad experience. We just need a few details to make sure you get the most relevant ads on Netflix. It’ll be really quick, we promise!”, the message says.
The tier supported by advertisements will offer a less expensive alternative to customers who are scared off by the service’s rising prices. The premium level of the service, which offers 4K resolution and up to four simultaneous streams, costs $20 per month in the United States.
Netflix has previously stated that the ad-supported service will be accessible in multiple regions and that Microsoft will serve as its technology and sales partner for the advertising system.
