Netflix has changed its membership plans several times within a year — and it is not done yet. Subscribers in Canada and the UK are now receiving on-screen alerts warning them that the Netflix Basic plan is being discontinued, and they must upgrade to continue watching.
What the Alert Says
The message appearing in the Netflix app reads: "Your last day to watch Netflix is July 31" and "Choose a new plan to keep watching." The alert has alarmed subscribers, particularly those in other countries still on the Basic tier who are waiting to see whether similar changes are coming for them.
Three Plans Remain After the Basic Tier Is Axed
Once the Basic plan is removed, subscribers must choose one of three remaining options:
- Standard with Ads — the most affordable option, allowing streaming on two devices. It does not support downloads for offline viewing, does not allow adding extra members, and covers only a limited number of titles due to licensing restrictions. - Standard — a mid-tier, ad-free option at a higher monthly price. - Premium — the top tier, with more simultaneous streams, higher video quality, and the fewest restrictions.
Netflix Announced the Phase-Out at Its Shareholder Conference
According to The Independent, Netflix confirmed during a formal conference call with shareholders in early 2024 that it would discontinue the Basic plan starting in Canada and the UK in Q2 2024. This followed a 2023 decision to stop offering the ad-free Basic subscription to new subscribers — while allowing existing Basic subscribers to stay on their plan. That grace period is now ending for all remaining Basic tier users.
Why Netflix Is Pushing Users Toward Ad-Supported Tiers
Netflix is not alone in this pivot. The streaming giant projects roughly $1 billion in ad revenue for 2024, a 50% increase over what it earned from advertising in 2023. Ad-supported plans already account for 40% of all new sign-ups in markets where those plans are available.
Other major streaming services have made the same strategic shift. Earlier in 2024, Prime Video also moved to an ad-supported default, requiring subscribers to pay extra for an ad-free experience.
What Basic Subscribers Should Do
If you are a Basic plan subscriber in Canada or the UK, you will need to log in to your Netflix account and select a new plan before your stated deadline. Subscribers who take no action may be automatically moved to the Standard with Ads tier. Checking your billing date and account settings now will help you avoid any unexpected disruption to your service.
