Netflix on Wednesday said that it would give subscribers on its ad tier the ability to download shows and movies on the go.
In an announcement announcing that the ad-tier had hit 15 million monthly active users, the company listed out some of the features of the cheaper $6.99-a-month plan, which includes 1080p video quality and two concurrent streams. It added that the ability to download programs will come by the end of this week. It also teased a program that allows binge watchers to see fewer commercials.
Netflix is the only streaming service to offer downloads in its cheaper ad-based tier. Downloads have typically been locked behind the more expensive premium services, and is a standard industry practice utilized by everyone from Disney+ to Crunchyroll.
That Netflix is boosting the capabilities of the ad tier speaks to how it wants to grow this particular base of customers. When it announced a higher price for its premium plan last month, it kept the ad-tier unchanged.
It makes sense for Netflix to make it as attractive as possible. The company wants as large of an audience as possible to make it attractive for advertisers looking to put commercials against its movies and shows. The announcement was as much for advertisers as it was for consumers.
Photo credit: Netflix