Netflix is raising the prices of its three subscription plans in the United States for the second time in just over a year. The new prices were updated on the company’s website on Thursday.
The Standard with Ads plan will now cost $8.99 per month, up by $1 from $7.99.
The Standard plan (no ads, streaming on up to two devices simultaneously) increases by $2, from $17.99 to $19.99 per month.
The Premium plan (no ads, streaming on up to four devices at once, Ultra HD and HDR) will also rise by $2, from $24.99 to $26.99 per month.
Why prices are changing
According to Variety, the increases suggest that Netflix believes it has strong pricing power compared with rival streaming services.
Although some users may cancel due to higher fees, the company — the largest subscription streaming platform in the world with more than 325 million subscribers at the end of 2025 — appears to have calculated that higher revenue per subscriber will offset any potential losses.
“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,” Netflix said in a statement to Variety.
The new prices apply to both new and existing subscribers. New members saw the updated prices starting Thursday, March 26, while existing subscribers will see the changes applied over the coming weeks, depending on their billing cycle. Netflix said current users will receive email notification about a month before the new prices take effect.
Netflix last raised prices in the United States in the first quarter of 2025, marking the first increase to the Standard plan in three years.
The price hikes also come one month after Netflix abandoned its plan to acquire Warner Bros., leaving the deal to Paramount Skydance at $31 per share. Paramount paid Netflix a $2.8 billion breakup fee after Warner Bros. Discovery terminated its agreement with Netflix in favour of Paramount’s offer.
“With $2.8 billion in our pocket that we didn’t have a few weeks ago, we now move forward,” Netflix CFO Spence Neumann said at an investor conference earlier this month.
Source: Variety