Google is the frontrunner to partner with Netflix for the development of an ad-based subscription tier, according to reporting by the Wall Street Journal (WSJ).

Netflix’s mulling of the introduction of adverts to their pricing plans was first revealed via internal notes seen by the New York Times in May.

The NYT report followed a letter to shareholders in April which showed the streaming giant had lost some 200,000 subscribers at the end of the first quarter of 2022 – the first such subscriber losses in over a decade.

Following the release of its first quarter results in May, Netflix shares plunged 30 per cent, wiping $47 billion off its value.

The WSJ also reported that NBC Universal are leading the pack in a possible collaboration with Netflix.

However, the report stated the Google, which already has a relationship with Netflix as a provider of ad-buying tools, could pursue an exclusive deal with the company.

The plans come despite Netflix chief executive Reed Hastings having long been against introducing ads to the platform.

In a 2020 interview with Variety he said: “we want to be the safe respite where you can explore, get stimulated, have fun, enjoy, relax — and have none of the controversy around exploiting users with advertising.”

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