Reuters Netflix said on Wednesday its adsupported tier has reached 40 million global monthly active users, from 5 million a year earlier, a sign that its push to attract new users with the cheaper plan is paying off.

The jump comes at a time when streaming companies are facing stiff competition and introducing bundles with their rivals to retain subscribers.

Netflix, which launched the adsupported plan in November 2022, said that 40 of all signups come from those plans in the countries where they are available.

In the fourth quarter, the majority of gross subscriber additions for the streaming industry came from adsupported plans for the first time, data from research firm Antenna showed earlier this week.

Netflix also said it will launch an inhouse advertising technology platform by the end of 2025, in a bid to offer clients new ways to buy ads and better engage with users.

The company said it will team up with Trade Desk, Google Display Video 360, and adtech firm Magnite who will join Microsoft to accelerate automated ad buying.

Netflix39;s adtier plan costs 6.99 per month, compared with monthly plans of 9.99 from Warner Bros Discovery39;s streaming service Max and 7.99 for Walt Disney39;s Disney.

Last month, Comcastowned streaming service Peacock said it would raise prices of its plans, that would take its adsupported plan to 7.99 per month.

Earlier on Wednesday, Netflix said it would stream two National Football League games on Christmas Day this year,…