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Daily Mirror
Daily Mirror
Entertainment
William Morgan

Netflix app code hints downloads will be blocked for new ad-supported service

Downloads could be blocked and playback options restricted for subscribers to Netflix's proposed cheaper ad-supported subscription tier, according to an analysis of lines of the company's code.

Netflix announced its new cheaper subscription option in July, with plans to have it up and running by December - when inflation is set to squeeze household budgets by 13 per cent.

In analysis of the Netflix mobile app's code seen by Bloomberg, playback options appear to be restricted for a new subscription option and a note within the text states: “Downloads available on all plans except Netflix with ads.”

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The streaming giant has been looking to shore up its position following the loss of more than a million households and a sharp tumble in its share price. Analysis by Ofcom suggested that three in four lost subscribers would return when it was financially viable to do so.

In this vein, it seems that Netflix is attempting to differentiate what will become its "premium" tiers from its new value option by removing some of the functionality that many users have becomes used to - like downloading a series to watch on the go in order to not waste mobile data.

This could compel some viewers to use the more expensive subscription tiers, while providing an option for people who cannot afford it. A similar model to Disney Plus, who have just announced their $7.99 tier will now run ads, while consumers can pay $10.99 to have them removed.

Indeed, according to a planned message within the app's code, Netflix will look to make its ads as tailored for their customers as their recommended watching lists.

The code states: “Now, let’s set up your ad experience. We just need a few details to make sure you get the most relevant ads on Netflix. It’ll be really quick, we promise!”

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