(Reuters) - Netflix ( NFLX ) said on Tuesday that its ad-supported tier now has 70 million monthly active users globally, nearly doubling the number reported earlier this year.

The streaming giant is experiencing a faster rate of adoption for its ad-based plan, priced at $6.99 per month in the U.S., as customers seek more affordable options.

Netflix ( NFLX ) has said that over 50% of new sign-ups for its service are for the ad-supported plan in regions where it is available.

In May, the company reported that this tier had reached 40 million global monthly active users.

Netflix ( NFLX ) has said earlier it does not anticipate advertising to become a primary growth driver until 2026.