Netflix promises to expand ad-supported subscription offering despite unconvincing audience

Netflix executives remain optimistic about their discounted pricing plan, the Essential Offer with Netflix ads, despite a relatively lukewarm reception from subscribers.

According to one analysis (opens in new tab) Netflix Basic has accounted for just 9% of US subscriber sign-ups since its launch in November 2022, according to ads conducted by research firm Antenna, but Netflix executives assured investors they were “pleased” with the plan’s growth.

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