As promised, Netflix is now forcing members to get rid of their Basic plans.

As The Verge reports, a Reddit user who appears to be based in Canada posted an image of a warning from the Netflix app on his TV. It says: "Your last day to watch Netflix is July 13. Choose a new plan to keep watching." It adds that the Basic plan has been discontinued and says plans start at $5.99 for the ad-free tier. (It's $6.99 in the US or $5.99 CAD.)

At $9.99 per month, the Basic plan was once Netflix’s cheapest option for ad-free streaming. But in summer 2023, the company removed it as an option for new and rejoining subscribers in the US, UK, and Canada, while leaving it in place for existing members. In January, Netflix then said it would retire the Basic plan for good in markets where Netflix offers ad-supported streaming.

This appears to be a phased rollout. A separate Reddit user notes that they got an email with a similar message in late April that gave them until June 15 to pick a new plan. "Super unfair. I have been a long time user of this plan and didn’t expect told to pick another plan," the Reddit user posted. Another person on the r/netflix subreddit was given until June 8 to switch plans.

With the Basic plan no longer available, users who wish to continue their subscription will have to choose between three plans: Standard with ads ($6.99 per month), Standard ($15.49 per month), or Premium ($22.99 per month).

Though you might assume Netflix wants people to spring for its most expensive plan, the streaming service has seen success with its ad-supported plan, both because it's cheaper for subscribers and another source of revenue for the company. As of November 2023, the Standard with ads plan had 15 million global monthly active users.

Netflix also still dominates streaming in the US. According to recent stats from JustWatch, Netflix is number two in the US behind Prime Video, though both services have 22% market share.