NETFLIX has revealed plans to introduce yet more ads to its streaming platform in a move that has enraged users.
The TV and movie-making giant is launching generative AI ads that blend in with the content you’re watching.
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So a product might appear placed over a background inspired by hits like Stranger Things.
But that’s not all – Netflix is also preparing to roll out pause ads.
The firm has been testing such a feature since last year but now it’s going to appear in all countries where ad subscription plans are available from 2026.
It means whenever you pause what you’re watching an ad will show up rather than a freeze frame of your show or movie.
Netflix introduced the ad tier to the UK and US as a way to offer cheaper subscriptions.
The plan now has a stonking 94million monthly users, up from 40million this time last year.
But frustrated users have not welcomed the development and some are threatening to cancel.
“Nobody likes AI,” one person wrote on X.
“Guess it’s time to cancel the subscription.”
Another commented: “I’m at the point of cancelling all of them and just buying DVDs.”
A third added: “if this happens to me 1 time I will cancel and never come back after 20 years.”
Netflix currently has three types of subscription plan, though it previously had four for a brief period.
The original Basic plan, which was the cheapest without ads, was axed at the start of 2024.
Bosses have hinted that different plans could be launched in future too.
The move comes as a total makeover of Netflix’s TV app is set to appear on screens soon, marking the first big revamp in ten years.
This not only includes a new look but a “simpler navigation” and “responsive recommendations”.
WHAT DO YOU CURRENTLY GET WITH NETFLIX?
Here’s what you need to know…
Netflix Standard with Ads
Price: £5.99 UK / $7.99 US
- Ad-supported, all but a few movies and TV shows available, unlimited mobile games
- Watch on 2 supported devices at a time
- Watch in 1080p (Full HD)
- Download on 2 supported devices at a time
Netflix Standard
Price: £12.99 UK / $17.99 US
- Unlimited ad-free movies, TV shows, and mobile games
- Watch on 2 supported devices at a time
- Watch in 1080p (Full HD)
- Download on 2 supported devices at a time
- Option to add 1 extra member who doesn’t live with you
Netflix Premium
Price: £18.99 UK / $24.99 US
- Unlimited ad-free movies, TV shows, and mobile games
- Watch on 4 supported devices at a time
- Watch in 4K (Ultra HD) + HDR
- Download on 6 supported devices at a time
- Option to add up to 2 extra members who don’t live with you
- Netflix spatial audio
Picture Credit: Chesnot/Getty Images
