Netflix will expand its ad-supported subscription plan to nine more European countries on March 1, 2027. The company announced the move at its first UK Upfront event.
The plan will launch in Austria, Belgium, Denmark, Ireland, the Netherlands, Norway, Poland, Sweden and Switzerland. Netflix says the expansion is part of its strategy to attract more subscribers and build advertising revenue.
Netflix first launched the ad-supported plan in 12 countries in 2022 and has since been developing its own advertising technology. At the event, the company also announced programmatic pause ads and expanded demographic targeting.