Netflix has increased subscription prices for all its plans in the United States (US) as it expands into new content formats, including video podcasts and live sports.
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Under the new pricing structure, the ad-supported plan now costs $8.99 per month, up from $7.99. The standard plan has risen by $2 to $19.99 per month, while the premium plan now stands at $26.99, compared to its previous price of $24.99. The company has also raised the cost of adding an extra member to $7.99 for ad-supported plans and $9.99 for ad-free tiers.
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The price adjustment comes as Netflix continues to diversify its offerings beyond traditional streaming content. The company has been investing in live programming and new formats to maintain its competitive edge in a crowded streaming market.
With over 325 million subscribers globally, Netflix remains one of the largest streaming platforms. The company had already discontinued its lowest-priced ad-free “basic” plan in 2023, pushing users toward higher-tier subscriptions or ad-supported options.
Analysts at TD Cowen estimate that the latest increase will boost Netflix’s average revenue per subscriber in the US and Canada by around 6% year-over-year in 2026. The move follows a previous price hike implemented earlier last year.
Financially, Netflix continues to perform strongly, reporting $12.1 billion in revenue for the October–December quarter, slightly exceeding market expectations. The company is also making strategic decisions in the media industry, including stepping back from bidding on certain major acquisitions.
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Industry observers say the latest price revision reflects Netflix’s broader strategy to balance content investment with revenue growth, even as consumers face rising subscription costs.