Netflix has raised the prices of all its plans in the United States for the second time in a little over a year.
All subscription tiers are set to rise by at least US$1.
The company’s ad-supported plan is now $8.99 a month, up from $7.99; the standard plan is now $19.99 a month, up from $17.99; and its premium plan is now $26.99, up from $24.99.
Extra member pricing also increased, with ad-supported plans now costing $6.99 per additional non-household user, up from $5.99, and ad-free add-ons now costing $9.99, up from $8.99 each.
While some customers said they would cancel over higher fees, Netflix is still the biggest subscription-streaming provider in the world, with more than 325 million customers at the end of the year and is hoping the price hike will offset any resulting churn.
“Our approach remains the same: We continue offering a range of prices and plans to meet a variety of needs, and as we deliver more value to our members, we are updating our prices to enable us to reinvest in quality entertainment and improve their experience by updating our prices,” Netflix said in a statement to Variety.
The streaming giant has also long defended its price hikes, touting the amount of content available on the platform and how subscription costs can be used to invest in new projects.
The price hike will be applied to both existing and new customers.
New customers who sign up will see the new prices from 26 March, and they will roll out to existing customers over the coming weeks.
Existing customers will be notified by email a month before the new prices are applied to them.
Netflix’s last price hike was in the first quarter of 2025.
This also comes a month after Netflix abandoned its deal to buy Warner Bros’s studio and streaming business after it refused to counter Paramount’s bid for WBD in its entirety to $31 per share.
Paramount paid Netflix a $2.8 billion breakup fee after WBD terminated its agreement with Netflix in favour of Paramount’s “superior” offer.
The price hike also comes as Netflix has been heavily investing in its content, including new ventures into the live events space and into video podcasts.
The streaming giant said it expects to spend $20 billion in 2026 on content, up from $18 billion in 2025 during its January earnings report.
It also said it expects overall 2026 revenue to range between $50.7 billion and $51.7 billion due to increases in membership and prices, as well as “a projected rough doubling of ad revenue in 2026” compared with the prior year.
At the time of writing, Netflix (NFLX: NASDAQ) stock was up 1.13% to $93.32. Its market cap is $394.01 billion.
