Olivia Colman’s debut as the Queen in Netflix drama series The Crown will be made freely available to all by the TV on-demand service.
Non-subscribers will be able to watch the season three opener from this Sunday, for around a month.
Viewers in the UK and Ireland will be able to stream for free, making it the first time Netflix has allowed non-members to sample its content in such a way.
The move is an attempt to entice new customers at a time when competition between streaming services intensifies as more media heavyweights enter the market.
Paying customers will be able to go online and watch the full season, while those looking to sample the freebie will have to go to a dedicated site, which Netflix will open from Sunday.
Olivia Colman as Queen Elizabeth II and Tobias Menzies as The Duke of Edinburgh, appearing in the third season of The Crown
The episode of the drama – which sees Miss Colman take over from Claire Foy in the starring role – will be available by visiting the website address netflix.com/thecrown
The episode of the drama – which sees Miss Colman take over from Claire Foy in the starring role – will be available by visiting the website address netflix.com/thecrown.
Netflix, which has around 11 million UK users, charges £5.99 a month for its most basic package.
Apple TV+ launched at the start of the month, while ITV-BBC joint venture BritBox entered the fray last week, joining longer-established rivals such as Amazon Prime Video and the BBC iPlayer.
The Crown, the first Netflix global original programme to be produced and filmed in the UK, has been a huge hit and won Miss Foy a best actress Emmy.
Josh O’Connor as the Prince of Wales and Olivia Colman as Queen Elizabeth II