Netflix Ends Cheapest Ad-Free Plan in UK and Canada and Sets Upgrade Deadlines

Just like the conclusion of a captivating series, Netflix’s most affordable ad-free plan is reaching its end.

Users subscribed to the Basic tier in the UK and Canada are now facing deadlines to either upgrade to a more expensive option or accept advertisements. This change marks a significant shift for subscribers who have enjoyed an ad-free experience at the lowest price point until now.

On Monday, a user based in Canada posted an image on Reddit of their TV with the message, “Your Basic plan has been discontinued, but you can easily switch to a new one. Plans start at just $5.99 with upgraded features.”

The new Standard tier with ads in Canada starts at this price, while the ad-free option now costs $16.49, in place of the previous $9.99 Basic plan.

The phase-out seems to be occurring in stages. One user in the thread on the subreddit mentioned they had a deadline of June 8 to select a new plan, while another noted a deadline of June 15. With the current cutoff date set for July 13, it’s likely that another wave of notifications will follow soon after.

The reaction to this move has been overwhelmingly negative. The comment section of the initial announcement is flooded with users expressing their frustration and disappointment over the platform’s new direction. Some are walking down memory lane about the earlier days before these changes began.

Last year, Netflix discontinued the Basic plan for new customers in the United States. According to the company’s U.S. help page, existing subscribers can keep their plan until they either change it or cancel their subscription.

Earlier this year, Netflix announced plans to phase out the Basic option to focus on more lucrative alternatives. Co-CEO Greg Peters explained to The Verge last month that the price increases are designed to support greater investment in a broader array of content.

He said, “They want a higher diversity of shows, they want more quality shows, so that’s our job. If we do that well, we’ll go back and occasionally ask members to pay a little bit more to keep that flywheel running.”