Binge is launching ads in Australia. Here's how it will impact your streaming experience

The subscription-based streaming service has announced the introduction of advertisements. Here's how much you could be charged, and how it could disrupt your bingeing experience.

A number of streaming services are introducing advertisements to their subscriptions. Source: SBS News

Key Points

• Binge has launched ads when watching content through its basic subscriptions package.
• It follows the introduction of a similar model by Netflix in November 2022.
• Here are the latest changes to some major platforms - and how they could impact your TV binging experience.

The moment that streaming service subscribers have been dreading is upon us: ads are here.

Australian streaming service Binge announced on Thursday it will begin rolling out advertisements in March.

It comes after streaming giant Netflix launched a similar system in November, in a bid to bolster its revenue in a growing competitive sector.

Here are all the latest changes to some major platforms - and how they could impact your TV bingeing experience.

HBO Max's prequel series, the House of the Dragon, is on Binge and Foxtel GO. Source: AAP / HBO / AP

Binge

On Thursday, subscribers of Binge - which is part of the Foxtel Group, owned by Telstra and News Corp - received an email outlining the changes, which are set to begin on 30 March.

According to the email, viewers "may notice some ads when watching on-demand content on BINGE Basic".

Those who prefer an ad-free experience can upgrade from the Basic plan, which is billed at $10 monthly, to the Standard or Premium options, which cost $16 and $18 respectively.

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The company announced the changes in October, and said it will model its ad roll-out off the success of other streaming platforms under its umbrella, Kayo Sports and Foxtel GO, ensuring "minimum disruption to the viewer experience".

Binge said strict ad-serving controls and a frequency cap of one per hour per user on television series at launch, will ensure a "great, watchable viewing experience" on the platform.

Netflix

Netflix, the world's number one streaming service and boasting 223 million subscribers globally, launched its ad-tier subscription on 4 November last year.

Advertisements will appear in 12 countries including Australia, the United Kingdom, the United States and Canada.

The Basic with Ads option is the cheapest of the four subscription options in Australia, at $6.99 a month.

That's $4 down from the existing cheapest option, which sits at $10.99 a month.

It will have up to five minutes of ads every hour, on average, with each lasting 15-30 seconds before and during streaming.

Some movies and series won't be available due to copyright issues, and the maximum viewing quality caps at 720p.

There have already been glitches. Netflix told entertainment news website Variety that the Basic with Ads option is not yet supported on Apple TVs.

"Basic with ads plan support on tvOS [Apple TV software] is not available at launch but coming soon," a Netflix spokesperson said.

Netflix has introduced a fourth, cheaper viewer option with ads included in Australia and 11 other countries. Source: Getty / Europa Press News

Netflix chief product officer Greg Peters said in a statement in October: "Basic with Ads is everything people love about Netflix, at a lower price, with a few ads in-between."

Mr Peters said the opportunity also presents an "exciting opportunity for advertisers" to reach a younger audience that doesn't tend to watch linear television.

It ends a 15-year run without ads since the company introduced streaming to its platform in 2007.

Disney+

While Disney+ hasn't yet revealed any changes in Australia, subscribers should be warned that a price rise is coming.

Disney+ has announced changes to come into effect in the US from 8 December, and it can give Australians a teaser of what they could be in for soon.

In August, the company's chief financial officer said the changes would be expanded internationally "sometime next year".

Unlike Netflix, the price of a Disney+ subscription will bump up if viewers don't want to be disturbed by ads.

Disney+ currently charges US$7.99 ($12.70) a month for ad-free streaming in the US. That'll soon be increased to US$10.99 ($17.45). Right now, Australians are paying $11.99 a month for an ad-free experience.

For those in the US unwilling to cop the cost hike, an option that includes advertising will be available for US$7.99 a month.

Apple TV+

Apple TV+ remains one of the only major streaming services that hasn't yet gone down the path of a cheaper ad-based option.

In October, Apple announced to its users worldwide that some of its subscription services will become more expensive from 4 December, including Apple TV+, Music and Apple One.

In Australia, Apple TV+ will now cost $9.99 a month (up $2), while the Apple Music standard plan has risen a dollar to $12.99 a month.

It means Apple One bundles will increase, too, depending on the individual subscriptions, ranging from a $1 to $3 increase.