STORY: Netflix said Wednesday its ad-supporter tier has hit 40 million global monthly active users.
That's way up from 5 million a year earlier.
And it's a sign the firm's push to draw new users with the cheaper plan has paid off.
The jump comes at a time when streaming companies face tough competition.
Many have brought in bundles with their rivals to retain subscribers.
Netflix launched the ad-supported plan a year and a half ago.
Data from a leading research firm this week showed such an approach has drawn users.
It said the majority of gross subscriber additions for the streaming industry came from ad-supported plans for the first time in the fourth quarter.
Netflix also said it will launch an in-house advertising technology platform by the end of next year.
That's in a bid to offer clients new ways to buy ads and better engage with users.
Netflix's ad-tier plan costs $6.99 per month in the U.S., undercutting many rivals including Disney+.