Netflix to introduce ad-based subscription in Belgium
Netflix will introduce a cheaper subscription plan with advertisements in Belgium next year, the streaming platform announced on Wednesday during an event in New York.
The company first launched advertising-supported subscriptions in 12 countries in November 2022. From 2027, the offer will be expanded to 15 additional countries, including Belgium.
The Belgian price has not yet been announced. In countries where the formula already exists, however, prices vary considerably. In France, the “standard with ads” subscription costs 7.99 euros per month, compared with 4.99 euros in Germany.
By comparison, Netflix’s current Belgian subscriptions cost 10.99 for the basic plan, 16.99 for the standard package and 21.99 for the premium offer. In markets with the advertising subscription, the cheaper basic package, which offers lower image and sound quality and only one simultaneous stream, is being phased out.
Platforms turning to ads
Netflix expects to generate around 3 billion USD in advertising revenue this year, double the amount recorded in 2025. According to the company, more than 60 per cent of new subscribers in markets with the advertising option now choose that formula.
The announcement comes days after Amazon said it would also add advertisements to Prime Video in Belgium from 17 June. Subscribers who want to avoid adverts will have to pay an additional 1.99 euros per month on top of their Prime membership.
Other streaming platforms already offering advertising-supported subscriptions in Belgium include Disney+, HBO Max and Streamz. Among the major streaming services available in Belgium, only Apple TV+ has yet to introduce advertisements.
© PHOTO SEBASTIEN LAPEYRERE / HANS LUCAS VIA AFP
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