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#Netflix #Ad_Tier Launch Moved Up to #November to #Get_Ahead of #Disney+, Streamer Tells #Ad_Buyers

Netflix initially asked for a 'soft $65 #CPM,' or #cost per #thousand_impressions, but sources say many advertisers aren't willing to #pay that #much..

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.

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 #USA, #Canada, #UK., #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.

Netflix is asking for a $10 million minimum #commitment in #annual #ad_spending from #agencies right now, according to one source. The company wants to lock in #ad_buys by #Sept. 30 to meet the Nov. 1 launch date.

Netflix has told ad buyers it expects to have about 500,000 #customers on its ad-supported plan by the end of 2022.

Netflix hasn’t settled on #retail_pricing but is reportedly looking at between $7-$9 per #month.

https://variety.com/2022/digital/news/netflix-ad-tier-launch-november-1235357465/

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