In a world where streaming platforms are raising prices left and right, Netflix has come up with a new way to enhance the viewing experience on its platform, this time targeting budget-conscious Brits.
The streaming giant is adding the ability to download content for offline viewing to its low-cost ad-supported plan. The move is unique to Netflix, making it stand out in a crowded market.
It is perhaps no coincidence that this was announced on the same day Disney+ launches new ad-supported tier – Which does not include downloads.
Additionally, Netflix is introducing the “Binge-Ad” format, adding a new flavor to the way audiences consume series and the way advertisers reach viewers.
Here’s everything you need to know from today’s Netflix announcement.
Netflix levels uk
Netflix has long been known for its ad-free viewing experience, but times are changing, and so has Netflix’s approach.
Platform Offer an ad-supported tier late last year, with the aim of providing an affordable option to viewers.
This new tier comes with ads but at a lower cost compared to Netflix’s standard and premium plans. The ad-supported plan was Netflix’s way of diversifying its revenue sources while catering to a broader audience.
Going cheaper with ads allowed Netflix to retain cost-conscious viewers and attract new ones, all while opening a new avenue for advertisers.
Last month, Netflix also raised the cost of the premium tier for all subscribers — as well as the cost of the basic tier for existing customers who are still subscribed to it. However, the price of the ad-supported tier remains the same.
Therefore, Netflix currently has 4 pricing plans in the UK:
- Standard with advertising plan in £4.99 per month – Allows you to stream content in Full HD (1080p), on two devices at the same time, with ads.
- Basic plan in £7.99 per month (only for legacy subscribers) – It lets you stream content in HD (720p), on just one device at a time, without ads
- Standard plan in £10.99 per month – Allows you to stream content in Full HD (1080p), on up to two devices at the same time, without ads.
- Premium plan in £17.99 per month – Allows you to stream some content in UltraHD (4K) resolution, on up to 4 devices at a time, without ads.
Offline Downloads with Ads: New and unique feature
Netflix’s recent announcement has added another feather to its cap, making it the only ad-supported streaming platform to offer content downloads for offline viewing.
This feature was previously reserved for Standard and Premium subscribers, but is now being expanded to include ad-supported plan members as well.
The inclusion of the offline download feature is not only a testament to Netflix’s ongoing efforts to enhance the viewing experience, but also a strategic move to stay ahead in the competitive streaming market.
By allowing viewers to download content, Netflix ensures that its audience remains engaged with the platform even when they are on the move or in areas with spotty internet connectivity.
Netflix says the feature is scheduled to roll out by the end of this week, and it will undoubtedly be a game-changer for some.
We’re not sure yet how this will work technically (and we’ve asked Netflix for more information) – one possibility is that ads will be downloaded with the content and play while you watch (even if you’re offline).
“Binge-Ad” format: A new reward for avid watchers
By 2024, Netflix is scheduled to offer a new advertising format, called the “Binge-Ad” format, to subscribers in the ad-supported tier.
This new ad model is designed to capitalize on the binge-viewing behavior that has become synonymous with the Netflix viewing experience.
After the viewer watches three consecutive episodes of the series, a fourth episode will be shown without commercials.
This initiative not only incentivizes binge-watching but also promises a better viewing experience amid minimal intrusive ads.
Moreover, this format can be a win-win situation for both viewers and advertisers.
While viewers enjoy an episode without any commercial interruptions, advertisers can leverage the anticipation built around three episodes to deliver their messages in a more engaging way.
Get ready for more
Netflix, in collaboration with its partner Microsoft Advertising, seeks to raise the level of the advertising game on its platform.
Last year saw the introduction of new ad durations, enhanced measurement capabilities, and third-party verification with global partners.
In early 2024, Netflix will also launch the ability to feature QR codes in the creative of ads running on the platform (in the US, initially), a feature that will likely be rolled out to the UK and other regions in due course.
Furthermore, Netflix is expanding its sponsorship opportunities through title sponsorships, moment sponsorships, and direct sponsorships.
This expansion began in the US and is scheduled to go global in 2024, opening up more ways for advertisers to connect with audiences in a meaningful way.
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