Free Netflix? CEO confirms company is considering unpaid, ad-supported plan

One of the world’s leading streaming giants has confirmed it is considering rolling out a plan completely free of charge. Greg Peters, the co-CEO of Netflix, outlined that the company is not ruling out carrying out this significant change to the payment model of the streaming service, offering a free, ad-supported plan in certain areas that would allow users to access much of its content without paying for a subscription.

Netflix eyeing a free subscription tier?

Peters seemingly did not discard the strategy during one of the company’s meetings with investors in July 2026. “A free, ad-supported plan could make sense in some markets, if the advertising business grows enough to support it,” the executive reportedly stated.

The risks of a zero-cost model

However, consumers shouldn’t celebrate just yet. While the door is being left open to this possibility, Peters repeatedly emphasised the risks of the decision, including that the strategy might cannibalise Netflix’s paid options.

In order to carry out this strategy, Netflix would also need to further develop its advertising market, in order to make the model profitable for the streaming giant. The free version would also need to be different enough from the paid model to make it worthwhile for those who pay monthly for the subscription.

“We will continue to consider the option of offering a free service, but we have no plans to launch one in the short term,” stated Peters about the idea.

Currently, in Spain, Netflix costs between €8.99 and €21.99 per month, depending on the tier of the subscription.

Netflix pulling out all the stops to boost streaming hours: The YouTube-isation of streaming

This model is just one of the strategies the company is considering in order to increase viewing hours across its content, while also generating advertising revenue. Netflix already has an ad-supported plan in place, which is more affordable than its ad-free models and allows users unwilling to pay for more expensive plans to experience Netflix.

Aside from changes to its models, the company is also looking at different types of content that could increase streaming hours, including podcasts, lifestyle videos, AI-assisted production, and new distribution partnerships.

These approaches could mark a before and after in the structure of Netflix, making it feel less like a traditional streaming service and more like traditional broadcast television. Some of these models, including hosting long-form videos, could also make the streaming giant more similar to YouTube in this sense.

Disney considering its own free plan: Expand audiences, boost advertising revenue

Netflix is not the only major company considering launching a free version of its streaming service: Josh D’Amaro, who has been the CEO of Disney for some six months, confirmed at the beginning of August that they are exploring the idea of a “free product,” for their streaming service, Disney+, aimed at viewers who have difficulty affording the platform’s fees.

In Disney’s case, the company has already sold much of its advertising inventory, so a free plan that would acquire more viewers would also allow them to increase this stream of revenue.

Consumers must wait for companies to carefully consider the risks and rewards of a free, TV-like system, but for now, the only way to access the expansive streaming catalogues of Netflix and Disney+ is by adding a subscription to your monthly expenses.