What happened now? After months of speculation, Netflix recently confirmed plans for a cheaper ad-supported tier, but the company will need a partner to help deliver those ads. The company announced this week that it has chosen Microsoft. Most of Netflix’s competitors already have ad-supported membership options.

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Microsoft and Netflix have announced that all advertising for Netflix’s upcoming cheaper ad-supported tier will go through Microsoft’s advertising platform. The announcements by the companies put an end to a string of rumors about Netflix’s promotional plans.

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In April, Netflix confirmed plans to offer an ad-supported subscription sometime in 2022, reversing earlier statements against the idea. A first-quarter financial report showing the first loss of subscribers in a decade may have spurred the decision, as the company fired employees in response.

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Previous reports have suggested that Netflix may be working with Google or NBCUniversal to serve ads, or may even purchase Roku to speed up those plans. Adopting an ad-supported tier will put Netflix on par with competitors including Hulu, HBO Max, Paramount Plus and Peacock, and Disney+ will also pick up the trend this year.

This week’s announcements didn’t reveal details about what Netflix’s ad-support tier might look like, when it launches or how much it will cost. Netflix currently starts at $10 per month. HBO has similar pricing with ads, while Disney+ costs $8 without ads. Netflix’s ad-supported pricing will have to compete with Hulu’s $7 ad tier and Paramount Plus’ $5 ad tier.