Netflix has officially phased out its Basic subscription plan for users in the U.S. and U.K., making ad-free streaming all the more expensive on the platform.
The company said on its website that the basic plan, which costs $9.99 per month, will no longer be available to new subscribers or those wishing to resubscribe after an outage.
Existing plan subscribers can continue with it until they change it or close their accounts.
The leading streaming platform launched a $7-per-month ad-supported plan last November in 12 markets, including the United States, as an alternative to plans without ads.
Netflix aims to attract more customers and open a new door for revenue, amid intense competition for online viewers.
In May, the company said the ad-supported plan had reached nearly five million monthly active subscribers, in a presentation that assured potential advertisers of the platform's broad reach.
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