Netflix to introduce advertising subscription in Belgium next year
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 twelve countries in November 2022. From 2027, the offer will be expanded to fifteen 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 euros for the basic plan, 16.99 euros for the standard package and 21.99 euros for the premium offer. In markets where the advertising subscription is introduced, the cheaper basic package, which offers lower image and sound quality and only one simultaneous stream, is being phased out.
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.
Streaming platforms increasingly turning to ads
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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