Netflix with ads could help it keep its audience

With concerns about the cost of living rising, Netflix with ads has a chance of helping it hold onto its audience, according to Dominic Sunnebo, global consumer insight director at Kantar World Panel, who said that for many households in the UK, quitting Netflix means dropping out of streaming altogether.

This goes against Netflix's strategy to see advertising as the ultimate annoyance, and expect nothing less than the cleanest and most intrusive video viewing experience possible - a strategy that has worked to the expense of every other competing and trailing service. Many of Netflix's competitors already combine streaming with ads or have plans to. In December, Disney is due to roll out an advert supported service in the US. The plan will start at $7.99 a month.