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The company said more than 50% of its new sign-ups are for ad-supported plans in countries that offer the option. Netflix launched the option in November 2022 as one of its responses to a slowdown in subscriber growth.

This long-term collaboration between M6+ and Pluto TV includes M6 content channels on Pluto TV, a new Pluto TV-branded area on M6+, and an advertising agreement to scale the free ad-supported streaming business in France.

New research from Mediaocean showed that a growing number of consumers are cutting the cord and turning to streaming platforms for entertainment, increasingly choosing more affordable ad-supported tiers.

The agreement is to offer popular UK and US content in the UK. Today, Plex combines free ad-supported TV with ad-supported video on demand to, on its own, reach more than 22 million monthly active users globally.

As of October 17, the service will be available in Finland, Holland and Portugal.