Netflix announced that it has surpassed 250 million monthly active users on its ad-supported subscription plan. This data, shared during the company’s Upfront presentation, reveals the rapid growth of this subscription option in a short time.

While the number of users of the advertising plan was at 70 million in 2024, this figure increased to 94 million by 2025. The current user base of 250 million represents the highest level the platform has reached since its transition to an ad-supported model.

New countries and growth strategy

Netflix is ​​preparing to launch its ad-supported subscription plan in 15 new countries starting next year. Within the scope of this expansion, markets such as Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, Netherlands, New Zealand, Norway, Peru, Philippines, Poland, Sweden, Switzerland and Thailand will be included in the system.

The subscription option with advertising, introduced in 2022, has become a more suitable alternative for users at a time when broadcast platforms are constantly increasing their prices. Netflix increased all monthly subscription fees by one dollar earlier this year.

Technology and legal processes

The company continues to use artificial intelligence technologies to improve the advertising experience. Netflix is ​​running tests on personalized ad loads and frequency caps that dynamically adjust based on viewing habits.

On the other hand, the company is facing a lawsuit filed by the state of Texas. The case in question includes accusations that Netflix illegally sold user data to ad technology companies.

Netflix argues that these claims are based on false and distorted information. What do you think about the rapid growth of ad-supported subscription plans?