Netflix Inc expects its upcoming ad-supported subscription plan to reach about 40 million viewers worldwide by the third quarter of 2023, the Wall Street Journal reported on Wednesday (Sep 14), citing a document shared with ad buyers.
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The streaming pioneer told ad executives in preliminary projections that 4.4 million "unique viewers" globally are expected to sign up for the new tier by year-end, with 1.1 million coming from the United States, the report said.
The unique viewers metric is estimated to be higher than the number of subscribers for the ad-supported Netflix plan, since more than one person in a subscribing household will likely be able to watch the service.
"We are still in the early days of deciding how to launch a lower-priced, ad-supported tier and no decisions have been made," Netflix said in a statement. Its shares were 2 per cent higher.
Netflix lost 970,000 subscribers from April through June in a sign that the world's dominant streaming service was cracking under unruly inflation, the Ukraine war and fierce competition.
