Recent research by Samba TV and HarrisX may shed further light on how consumers are likely to respond to Netflix having last week moved to cut off free password sharing and charge $7.99 for adding an outside-the-household user.

Netflix today revealed details for its upcoming ad-supported subscription tier, dubbed “Basic with Ads,” which will be available to U.S. consumers on Nov. 3 at 12 p.m. ET. and will cost $6.99 per month. The streamer also announced a partnership with Nielsen for measurement.

As the number of streaming video services has increased significantly over the past few years, Barclays media analyst Kannan Venkateshwar believes it may be time for a shakeout in the business.

For Netflix, think video and games, not video and advertising.