Los Gatos, CA - With the double subscription plan on Netflix, it has now been revealed that the ad-free Basic subscription plan will be gradually removed for the company’s long-standing subscribers in the coming months. Formerly known as the Basic plan, it costs $9.99 per month in the United States and enables the Netflix service to be viewed on only one screen with standard definition.

“As for the Basic, we will gradually transition many of our long-term Basic members to the new plan Basic with Ads in the next few months,” added Greg Peters, the COO of Netflix. “Douglas, current Basic members shall be given prior notice before any changes can be implemented.

People from the UK and Canada also said that the video-streaming platform sent them a message saying that they needed to select a new plan to continue watching.

For most markets, this would mean that consumers would have to upgrade to a Standard or Premium 4K plan. Nevertheless, Netflix also has the Basic with Ads plan in the United States, United Kingdom, Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, and Spain.

One Reddit user got a notification on their Netflix app, saying “Your last day to watch Netflix is July 13th. Choose a new plan to keep watching.” Subscribers paying $11.99 / month for the basic plan will have to choose either the $6.99 ad-supported tier, the $15.49 ad-free tier, or the $22.99 ad-free 4K premium plan.

Unfortunately, Netflix has not indicated the time in which the Basic ad-free plan will stop being offered, or how long one will be able to subscribe before being migrated to the ad-supported version. Customers who do not wish to endure watching ads shall be allowed to switch to the Standard HD plan which goes at $15.49 per month.

The company recorded its first down quarter in over a decade, shedding almost 1.2 million subscribers. Switching many of the current lengthy Basic users to the subscription plan with commercials is possible to bring huge revenues from advertisements.