Netflix to expand ad-supported tier to nine European countries

Netflix has announced a major expansion of its advertising-supported subscription tier, set to launch in nine additional European markets on March 1, 2027. The expansion includes Austria, Belgium, Denmark, Ireland, the Netherlands, Norway, Poland, Sweden, and Switzerland.

During a recent media event in London, Netflix executives, including Amy Reinhard, President of Advertising, and Ed Couchman, Head of Advertising UK, detailed the strategic move. The initiative aims to nearly triple the company’s advertising presence in Europe. The new plan offers a lower-cost monthly subscription option in exchange for viewing commercial breaks.

While exact pricing for the new markets has not been disclosed, existing ad-supported plans in other regions, such as Germany and Italy, have been noted at approximately 7 euros per month. The rollout is expected to provide more flexibility for subscribers and new targeting opportunities for brands and agencies.