Investors had a pretty good idea it was coming, and soon. But Netflix (NASDAQ: NFLX) co-CEO Ted Sarandos confirmed it last week at the Cannes Lions advertising festival: The streaming giant will launch an ad-supported tier, possibly before the end of this year.

The decision reverses the company's long-standing policy of avoiding a less-than-premium option at a less-than-premium price. But Netflix has to adapt as the streaming market is quickly changing. Two new sets of consumer data underscore this reality.

The question is, will this strategic shift be too little, too late?

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Source Fool.com