10:06 AM EDT, 07/19/2024 (MT Newswires) -- Netflix ( NFLX ) said Thursday it will phase out its Basic plan to customers in the US and France, after it had already been abandoned in the UK and Canada.

The $11.99 a month Basic plan was the cheapest of the streaming giant's ad-free plans, according to media reports. Ad-free subscriptions start at $15.49 per month, Netflix ( NFLX ) said, adding that it expects to expand its ad-supported plan.

Netflix ( NFLX ) also plans to improve its offering to advertisers and launch an ad tech platform, which will be tested in Canada later this year and launched more broadly next year.

Starting September in the UK, the company will measure its ad supported plan, making it easier for clients to plan campaigns and understand their audiences on Netflix ( NFLX ), the company said.

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