gugenheim partner michael morris, this is above what they -- estimating netflix would get $3.72 in monthly ad revenue per domestic member in 2023, which could grow to about $10 in 2026 that would give a boost to the bottom line above the current most popular tier, whose retail price is $15.49 per month. the question, though, is how many new subscribers netflix could draw at this lower cost price with those ads sold by microsoft, and how many current s subscribers could downgrade. they will be comparing netflix's new offering to hbo max's ad-supported version, costing $10 a month, plus disney plus, its version is launching at $8 a month in december. peacock has a free version, plus a $5 option with limited ads, paramount plus and discovery plus, their options are $5 a month. the ad experience for consumers, netflix is reportedly looking at about four minutes of ads per hour, in line with disney plus, discovery plus and peacock, they promise to show not more than five minutes per hour. guys, it's interesting to watch and i just have to flag, today is the 25th anniversary of the founding of n