Netflix widened its ad-supported plan to 15 more countries, turning a once-limited experiment into a far broader global push.

The company said its ad tier will now launch in markets including Sweden, Colombia, Thailand and New Zealand, adding to the dozen territories where the plan already operates, such as the U.S., the UK and parts of Europe. At the same time, Netflix touted a new scale figure: 250 million monthly active viewers for its advertising business, a number that underscores how central the tier has become to its growth strategy.

Key Facts

  • Netflix expanded its ad-supported plan into 15 additional countries.
  • The ad tier already operated in about a dozen existing markets, including the U.S. and the UK.
  • The company says its advertising business now reaches 250 million monthly active viewers.
  • New markets named in reports include Sweden, Colombia, Thailand and New Zealand.

The expansion reflects a clear shift in Netflix’s business model. For years, the company built its identity around uninterrupted streaming and subscription revenue alone. Now it wants scale on two fronts: more price-sensitive customers and a larger audience for advertisers. That combination could help Netflix deepen its reach in markets where consumers weigh subscription costs carefully and brands want premium streaming inventory.

Netflix is no longer treating advertising as a side offering; it is building it into the core of its global streaming play.

Reports indicate Netflix sees the ad tier as more than a discount option. By widening availability and highlighting audience size, the company appears to be making a direct pitch to marketers that want global reach inside a platform with established viewing habits. The 250 million figure also sends a message to rivals: Netflix believes it has achieved enough scale to compete aggressively for ad budgets, not just subscriber dollars.

What comes next matters beyond Netflix. As the ad tier enters more countries, the company will test whether international viewers embrace the lower-cost model at the same pace as audiences in earlier launch markets. If the rollout gains traction, it could reshape pricing, advertising demand and competitive strategy across streaming, pushing more platforms to follow the same path.