Someone in your marketing department has clearly been smoking something they shouldn't.

By placing taps behind the Unlimited paywall, you are not going to see an influx of new subs. Look at Twitter this morning. It's full of people saying they will not pay the extortionate price. There are also people cancelling their Xtra sub because of this move. I like taps, taps are good, but I'm not paying £26 per month to see them.

You need to either drastically reduce the cost of your premium options, so more people will sub or reverse this terrible marketing decision. I have always been a free user. I might consider subbing if it cost less than a Netflix sub, but there is no way whatsoever at the current cost.