Netflix tests return of free trials
July 14, 2026 12.39 Europe/London By Julian Clover


Netflix is testing the return of free trials in selected markets, six years after withdrawing the offer as part of a wider shift in its customer acquisition strategy.

The test is understood to apply only to new users who have not previously subscribed. Trial lengths vary by market, with reports of seven, 14 and 30-day offers. The United States and UK are not included in the current test.

Netflix’s own Help Centre now says the company is offering “a limited free trial to eligible new members in certain countries”, with the option appearing automatically during sign-up where available. The page adds that the offer is not available in all locations or on all devices.

The trial has been spotted in Brazil, where Netflix Portal published screenshots showing a 14-day offer. Tom’s Guide and TechRadar have also reported the test, citing What’s on Netflix and Netflix’s confirmation that it regularly tests promotions for prospective members.

The move comes as Netflix looks for further growth beyond its established subscription base. The company ended 2025 with more than 325 million subscribers, according to reports on its fourth-quarter results, but investor attention has increasingly turned to engagement, advertising and future subscriber growth.

Netflix phased out its long-running 30-day free trial in 2019 and 2020, replacing it with other promotional tools and, later, lower-priced advertising-supported plans. The limited reintroduction suggests the company is again testing whether a free entry point can convert viewers in markets where growth remains available.