Netflix is charging subscribers more, and the streaming giant isn’t apologising for it. On Thursday, the company confirmed price hikes across all three of its U.S. subscription tiers, marking the second price increase in just over a year.
- Netflix is charging subscribers more, and the streaming giant isn’t apologising for it.
- On Thursday, the company confirmed price hikes across all three of its U.S.
- Netflix confirmed the increases to TechCrunch via email, stating the changes are designed to reflect improvements to its “wide range...
- Adding a user to an ad-supported plan now costs $6.99 instead of $7.99, while adding an extra viewer to an...
Keep reading for the full breakdown on Netflix ad-supported plan price — everything you need to know is covered below.
Netflix confirmed the increases to TechCrunch via email, stating the changes are designed to reflect improvements to its “wide range of entertainment” and the quality of its service.
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.
The price increases take effect immediately for new members, while existing subscribers will receive email notifications a month before the higher rates apply to their accounts.
Netflix price hike hits every tier as streaming bills climb higher
It is also getting more expensive to add extra viewers outside of a household. Adding a user to an ad-supported plan now costs $6.99 instead of $7.99, while adding an extra viewer to an ad-free plan now costs $9.99 as opposed to $8.99.
The higher Netflix U.S. pricing represents an average 11% increase across the product suite. That number lands harder when you consider that Netflix also hiked prices in 2023, 2022, 2020, and 2019, making this one of the most consistent price-hiking patterns in streaming history.
Netflix justifies rate increases with content spending and ad revenue push
Netflix is defending the move by pointing to its growing content ambitions. The price hike comes as Netflix has been investing heavily in its content, including new ventures into live events and video podcasts. During its January earnings report, the company said it expects to spend $20 billion on content in 2026, up from $18 billion in 2025.
Netflix CFO Spence Neumann said at an investor conference, “Now we move forward, and we move forward with $2.8 billion in our pocket that we didn’t have a few weeks ago,” referencing the breakup fee Netflix received after walking away from its bid for Warner Bros. Discovery.
Netflix is banking on its rich catalogue, which includes Academy Award-winning films and series like Bridgerton and the Stranger Things universe, to keep audiences on board, even as monthly costs climb beyond what many once considered the ceiling for streaming services.