Netflix's new low-cost, ad-supported subscription package will officially launch in the UK at 4pm today, it has been confirmed.
The new option will allow users to access most of the streaming service's library of programmes and films for just £4.99 a month, with non-skippable adverts appearing for roughly four to five minutes per hour of content.
Around 95% of the full Netflix library will be available in the 'Basic with Ads' package at launch, with the remainder becoming available as and when the company is able to secure new arrangements with rights holders to account for advertising.
Subscribers will only be able to watch on one device at a time - albeit in 720p HD quality - and they will be unable to download programmes for offline viewing.
The new package is £2 cheaper than the Basic package, which is ad-free and allows downloads on one device at a time for £6.99 a month.
The Standard package, priced at £10.99 a month, improves picture quality to 1080p and doubles the number of simultaneous devices to two.
The top package - the Ultimate, costing £15.99 a month - allows subscribers to watch in Ultra HD quality on four simultaneous devices.
Around 17 million households in the UK are estimated to have access to a Netflix subscription, with the service reporting UK revenues of almost £1.4 billion in 2021. body check tags ::
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