Research: Netflix’s ad-plan is most purchased tier
October 21, 2026


As Netflix unveils its Q3 2026 numbers, research from Digitali shows that the streamer’s ads plan is now its most purchased subscription tier.

This follows a period of growth for the ad tier, which is now taken up by just under half of subscribers in ad tier markets. Netflix will expand its ad-supported offering to 15 new regions starting in 2027.

‘Standard with Ads’ became Netflix’s most purchased plan


Since July 2023, Standard with Ads has doubled as a proportion of all accounts. In July 2023 it accounted for only 24 per cent of Netflix accounts. In March 2025, Standard with Ads overtook Standard as the most purchased plan type. By June 2026, Standard with Ads accounted for 46.9 per cent of accounts, and growth is not showing signs of slowing.

Japan and South Korea lead the way

Nearly (two-thirds) 62 per cent of Netflix accounts in Japan are on the Standard with Ads plan, the highest percentage of the 12 markets.
APAC has been a growth region for Netflix in recent years, with ad-supported plans typically netting more revenue per user than standard plans. The US sits below average at 42 per cent, yet its 28.4 million ad-tier accounts are 32 per cent of the total commercial subscriber base across these markets.


Ad-tier accounts watch the least each day


Accounts on ads plan spend 32 per cent less time with Netflix per day than Premium accounts (84 vs 124 minutes), and 10 per cent less than Standard accounts (93 mins).
Premium subscribers have access to more simultaneous streaming and 4k viewing, appealing to heavier consumers and larger households.

Matt Ross, chief analytics officer at Digital i, commented: “Across the world, we’re seeing Netflix continue to expand its proportion of customers on typically more lucrative advertising-tier plans in 2026, building on several years of strong growth in key markets. Take-up of these plans has been proportionally highest in APAC – a strong growth region for Netflix overall – with many new subscribers attracted to the lower entry price of the ad-supported option.”