Netflix has quietly scrapped its 30-day free trial offer for new subscribers.

Axar.az reports citing Vodzilla that the streaming giant has more than 158 million subscribers worldwide, but has seen the pace of that growth slow down in the past year, as it has steadily raised its prices to fund more content and more marketing – all part of a push in the face of growing competition from rival services, such as Disney+ and Apple TV+.

What these rival services have in common, though, is a tendency to offer seven-day trials, rather than 30-day trials for new customers. The shorter trial period has become the norm in a competitive industry where streaming players are keen to lock in revenue as soon as possible. MUBI offers a seven-day free trial, and NOW TV has also moved from a 30-day free trial for its Entertainment and Cinema Passes to a seven-day option.

Now, however, Netflix has scrapped its trial period altogether in the past week. Money-Saving Expert spotted the switch, with the site now reading “your membership starts as soon as you set up payment” on the sign-up page for new customers. Customers currently on a free trial should be unaffected.

“We’re looking at different marketing promotions in the UK to attract new members and give them a great Netflix experience,” a spokesperson told MSE.