Netflix to bring ad plan to Ireland in 2027

Netflix has announced that it will show ads in Ireland from 2027.

The ads will appear on a new lower-cost subscription tier, Netflix is yet to confirm specified pricing details.

The company stated ad plans will serve as part of its plan to make its service "more sustainable". Giving members "more affordable plan options", and advertisers "more opportunities to reach our services".

Currently, Netflix subscriptions range from €11-€24 per month in Ireland with no ads.

There is already an ad-supported tier in the UK, costing around €7 per month at a lower quality 1080p streaming standard. There are typically five minutes of non-skippable ads per hour of video streaming.

Netflix stated that since it began rolling out its ad-supported tier in countries such as the UK and US, it has reached more than 250 million global monthly viewers.

The ad plan will expand to 14 other new countries, including Austria, Belgium, Colombia, Denmark, Indonesia, the Netherlands, New Zealand, Norway, Peru, Philippines, Poland, Sweden, Switzerland, and Thailand.

The streaming service is also aiming to utilise AI towards providing a more personalised ad service for its users.

"We're testing new personalised ad loads and frequency caps that dynaimically adjust the ads our members see, based on their viewing behaviours", the company said. "We're leveraging AI to adapt existing advertiser assets so they look great in different canvases across the service, like vertical video ads or pause ads".

Other streaming services, such as Paramount Plus and Disney Plus, currently have lower-priced subscription options that show ads.