Netflix is raising its subscription prices again, for the second time in little over a year. The new prices were updated on their site on Thursday.
Netflix Price Increase
All three of Netflix’s plans are seeing price increases.
The standard with ads plan now costs $8.99/month, up from $7.99. The standard plan, which has no ads and features simultaneous use on two separate devices, is now $19.99/month, up from $17.99. The premium plan, which has no ads and streaming on up to four devices, Ultra HD, and HDR, is now $26.99/month, up from $24.99.
The price increase comes after the platform announced it had added 23 million new subscribers in the last year. This also shows the “pricing power” Netflix has over viewers compared to other streaming platforms, because even if some people cancel their subscriptions, there are still plenty more watching content on the service.
An official statement from Netflix to Variety states, “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.”
When it Applies
The new prices will apply to new and existing members.
New members will see the new plan prices on Thursday, March 26th.
As for existing members, the higher prices will take effect in the coming weeks, with members being notified by email a month before the new prices are implemented. The timing will depend on the subscriber’s billing cycle.
Last Increase
If you’re feeling a bit of deja vu about the price increase, you’re not going crazy. Netflix last increased its prices in January 2025, even with a record number of new subscribers.
In 2024, Netflix phased out its Basic plan for good. Other price increases occurred in 2023 and 2022.
Platform Success
Even though many subscribers are frustrated with all the price increases and many are canceling their plans, Netflix hasn’t felt much of an impact.
Instead, the platform has remained strong during the price increases, adding ad tiers and cracking down on account sharing in recent years.
Its earnings from last year include $45.2 billion in revenue and 325 million total subscribers. This is due in large part to the success of K-pop Demon Hunters, Bridgerton, One Piece, and others, keeping viewers hooked over the years.
Warner Bros. Deal
The price increases also came a month after Netflix backed out of the deal to buy Warner Bros.’s studios and streaming business.
Paramount then paid Netflix the $2.8 billion deal-breakup fee once Warner Bros. Discovery terminated its agreement with Netflix in favor of Paramount’s.
Netflix CFO Spence Neumann stated at an investor conference earlier in the month, “Now we move forward, and we move forward with $2.8 billion in our pocket that we didn’t have a few weeks ago.”