Netflix, the online entertainment streaming giant, confirmed on Thursday that it is in discussions with several companies to bring ad-supported subscription plans to its platform.

Earlier this week, several media outlets reported that the company is in talks with Google and NBC Universal about forming possible marketing partnerships. “We’re talking to all of them right now,” said Netflix’s co-CEO, Ted Sarandos, at the Cannes Lions conference.

“We’re not adding ads to Netflix as you know it today. We’re adding an ad tier for folks who say ‘hey, I want a lower price and I’ll watch ads’,” he further added.

The steps towards bringing ad-supported plans came after Netflix reported a loss of subscribers for the first time in ten years. The number of subscribers to the platform is estimated to go further down in the upcoming quarter.