Netflix boasts that its ad-supported tier now has 70 million users worldwide, . The company announced 40 million users in May, so this is real growth. The streamer has slowly increased its advertising level, .

Amy Reinhard, president of advertising at Netflix, says the company continues to “see steady progress across all member countries.” She also noted that more than 50% of new Netflix signups are for these ad-supported plans. The transformation from streaming to classic television is almost complete.

There is one major potential caveat. The company released the aforementioned data regarding new signups, which is impressive, but there is no information regarding pre-existing customers. It is quite possible that many people will be downgraded from a premium tier to an ad-supported tier.

I’m part of it. I don’t mind watching a commercial or two while I mindlessly shove food down my esophagus while pseudo-watching an episode of The diplomat Or The Circle. In other words, there’s an argument that the ad-supported tier could eat into the more expensive offerings.

There’s also an argument that this year’s growth spurt for the ad-supported tier could attract companies with larger ad budgets, making up the difference. Netflix is on Christmas Day, and it says all available commercial stocks have already been sold out. The streamer is actually betting big on live streams, with wrestling events, cooking shows, and talk shows airing in the near future. The company’s recent forays into should help attract sponsors for these events.

Netflix even has plans for “thematic” ads with certain shows. The next season of Squid game will include a three-part tie-in commercial from Kia. Nothing makes me want to buy a car more than a deadly dystopian bloodsport that seems closer to the real world every day.