For the first time, Netflix users will be shown ads while watching shows.
The new plan comes into effect today for users in the UK, with an option for a Basic (With Ads) service from £4.99 a month - or €5.99 a month in Ireland in the near future - being launched on Thursday afternoon.
It takes away one of the unique selling points of Netflix since their inception.
READ MORE: Netflix confirm major change as ads to arrive for Irish users in the very near future
Netflix users have never been shown ads before - but anyone who moves to the cheapest plan will now get shown 4 to 5 minutes of ads per hour.
At launch, ads will be 15 or 30 seconds in length, which will play before and during shows and films.
Announcing the news last month, the streaming giant explained in a statement: "We’re excited to launch Basic with Ads — Netflix’s lower priced ad-supported plan — in November.
"Basic with Ads will cost just $6.99 a month in the US and launch on November 3 at 9 am PT.
"Basic with Ads will be available in Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the UK and the US.
"Our current plans and members will not be impacted. Basic with Ads complements our existing ad-free Basic, Standard and Premium plans.
"Basic with Ads offers all the features people expect from Netflix’s Basic plan, with a few differences:"
What are these differences?
Netflix explained it in the following way.
What stays the same : A wide variety of great TV shows and movies; personalized viewing experience; available on a wide range of TV and mobile devices; change or cancel your plan at any time.
What’s different : Video quality up to 720p/HD (now for both our Basic with Ads and Basic plans); average of 4 to 5 minutes of ads per hour; a limited number of movies and TV shows won't be available due to licensing restrictions, which we’re working on; no ability to download titles
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