Netflix on Wednesday said that it plans to roll out a new “binge ad” format that rewards subscribers on the ad-tier with fewer ads if they watch more episodes.
The streaming giant plans to introduce this feature in the first quarter of 2024. Subscribers who watch three consecutive ad-filled episodes will get a fourth episode without any commercials.
The announcement comes as Netflix revealed that it has 15 million monthly active users on its ad-tier, which launched a year ago.
Netflix is keen to have as large an audience on the ad-tier to better cater to sponsors. It’s one of several services that are looking to advertising to bolster their revenue, especially as consumers get pickier about which streaming services they want to keep.
While Netflix is more insulated from customer turnover than its rivals, it’s still looking to the advertising business as a new source of revenue. The company said it will also launch in early 2024 the ability to showcase QR codes in advertisements running on Netflix.
Netflix’s ad tier costs $6.99 a month. Even as the company announced the prices of some of its other tiers, it kept the ad-tier unchanged.
Photo credit: Netflix