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Netflix revealed its plans for a lower-cost advertising-supported service, betting {that a} $6.99-a-month choice for shoppers will assist it shore up revenues in additional straitened financial instances.

Reed Hastings, chief govt, reversed his longstanding opposition to promoting assist earlier this 12 months, when the corporate’s once-blistering subscriber development went into reverse in an indication of market saturation in North America.

The brand new ad-supported service, which launches in November, will “develop membership and, over time, construct a big incremental income and revenue stream” throughout the 12 international locations it is going to be out there in subsequent month, mentioned Greg Peters, Netflix chief working officer, on Thursday.

The promoting tier will power Netflix to supply metrics about viewership that it has lengthy resisted releasing, together with the dimensions of its audiences. Beginning subsequent 12 months it is going to accomplice with Nielsen, the scores service, to measure and confirm how many individuals within the US watched the adverts.

Netflix’s subscriber warning this 12 months spooked traders, who’ve rejected the growth-at-all prices streaming wars and are demanding to see a path to sustainable revenue development. This led Disney Plus to announce it is going to roll out an promoting tier in December for $7.99, whereas elevating costs for purchasers who wish to watch with out adverts. Different streaming companies, together with Hulu, Paramount Plus and Peacock already provide ad-supported variations.

Morgan Stanley estimates Netflix may elevate as a lot as $3bn a 12 months from promoting in 2026, however expects most of that to be generated by subscribers buying and selling down from ad-free membership tiers.

Learn extra on Netflix’s ad-supported choice right here.