NETFLIX has started bumping users off its cheapest plan that’s without adverts according to annoyed viewers.
Fans have been sharing screenshots of an alert warning affected subscribers of their “last day” to access the service.
The streaming giant announced earlier this year that it is dropping the Netflix Basic tier.
It was removed as an option for new members but existing users could continue as normal – until now.
Warning emails were sent out back in May.
But now some users have noticed alerts on their TV screens telling them to choose a new plan to keep accessing their favourite shows and movies.
The cut-off varies depending on when the person’s monthly renewal date is.
Netflix has been urging users to take up its newer and cheapest option, Basic with ads.
Despite being £4.99 / $6.99, many are not happy about the idea of paying for a service with ads on it.
“I hate how ads were added to my account, and different plans were added,” one wrote on Reddit.
“Honestly, I can’t rationalize a regular Netflix membership at this point,” another commented.
“The ads are infuriating by themselves, the next option up is waaaay too expensive for what Netflix offers.”
A third said: “time to delete your account …
“I was almost thinking about getting Netflix back, but this reminded me why we cancelled.”
Netflix is not the only streaming service to introduce ads of late.
Analysis by Jamie Harris, Assistant Technology and Science Editor at The Sun
Netflix Basic’s future has been hanging in the balance for a while now.
And it might not be the only change – bosses previously suggested they are exploring other tier options with ads in mind.
The push towards ads is hardly surprising, everyone is at it now, including Disney+ and Amazon Prime.
Netflix’s advertising chief revealed in January that the ad-based tier now has more than 23million global active users per month.
Of course, users who have enjoyed having no interruptions during their shows all these years aren’t too happy about the shift, saying streamers are essentially morphing into traditional satellite or cable TV services.
With prices pretty much increasing annually, companies have tried to offset the impact by telling users they can keep (or lower) their current subscription cost with ads – but if you want an ad-free experience you’ll have to pay more for the privilege.
So expect to see more ad-backed subscription models in future.
Disney+ has a similar option, while Amazon Prime Video introduced an extra fee to remove ads.
The UK and Canada are the first countries to lose the Basic plan before rolling out to other locations including the US.
A recent report claimed Netflix has discussed the idea of a completely free subscription option in a bid to get more eyes on screen in some countries.
Netflix now offers three subscription tiers after briefly having four when the ad-supported plan was introduced.
