Netflix Ad Tier Launch Moved Up to November To Get Ahead of Disney+

Netflix is moving up the timeline for the debut of its cheaper, ad-supported plan to November -- in order to get out before the Dec. 8 launch of the Disney+ tier with advertising. From a report: In July, Netflix told investors that it was targeting the launch of the ad-supported plan "around the early part of 2023." But now, Netflix's ad-supported is set to go live Nov. 1 in multiple countries, including the U.S., Canada, U.K., France and Germany, according to industry sources who have been briefed on the streamer's plans. That would be a little over a month before Disney+ Basic, priced at $7.99/month, hits the market in the U.S. Netflix declined to comment. "We are still in the early days of deciding how to launch a lower-priced, ad-supported tier and no decisions have been made," a company rep said. Sources confirmed the new Nov. 1 launch date, which was previously reported by the Wall Street Journal. Netflix and its exclusive ad partner, Microsoft, have requested ad buyers submit initial bids next week, with a "soft $65 CPM" -- the cost per thousand views -- meaning that the company is open to negotiating the ad rates. That's well above industry CPMs of sub-$20. Sources speculate Netflix's request for proposals from ad buyers will function as a Dutch auction, with the company looking to see what the market will bear.

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