Netflix is toying with the idea of bringing in an ad-supported streaming service to help lower subscription costs.
The platform's lost customers for the first time in a decade - leading to shares falling by 25% at one stage.
It lost 200,000 customers in the first three months of 2022 - with 2-million predicted to go by the start of July.
Sophie Lund-Yates is an equity analyst and says introducing adverts is a "needs-must" situation.
"From a consumer point of view, people won't necessarily love that, but with the income squeeze on households if there is a cheaper option that is available that may well help shore up the situation.
"But it's really an uphill battle especially when you consider the competitive landscape that they face."