First it was supposed to be some time between 2023 and 2024, then it seemed to focus on 2023, then it was thought to be before the end of the year, and now, according to The Wall Street Journal, the debut of the long-awaited plan an ad-supported Netflix subscription could debut, at least in the US, although it is possible that it does so in other countries as well, in less than two months, on November 1. It’s becoming increasingly clear how important this new subscription tier has become in Netflix’s plans after it closed the first two quarters of 2022 with a loss of users.

Pushing the release date forward as much as possible also has another reason: to get ahead of Disney +, which also announced an economic plan with advertising, and which is basically expected to debut at the end of this year, more specifically in December. Disney has already announced that its plan will debut in the United States this year, moving to other geographies during 2023. The latest rumors about Netflix’s plan suggest that the launch could be more ambitious, with the first launch possibly in 2023. United States, Great Britain, Canada, France and Germany, among other countries.

Sources cited by The Wall Street Journal, Netflix executives have informed companies interested in renting commercials that the release date will be November 1st of 2022, which allows us to understand that the technology platform responsible for serving advertising would already be ready or at least very advanced, and that companies interested in advertising on an ad-supported Netflix plan should already be able to contract their first campaigns.

In this regard, it also proved Netflix plans to charge advertisers about $65 per 1,000 shows.. In addition, to try to guarantee campaign rotation so users don’t see the same ad too often, the service would decide to implement a $20 million recruitment limit per company or brand. Of course, the key now will be to control the volume of adoption of this plan, which will depend on its price and limitations, as this will in turn determine the total volume of ad impressions that the service is able to serve.