For the second time in just over a year, Netflix is increasing the prices of three of its plans in the United States. New prices for Netflix’s plans were updated on its website on Thursday.
With the price increase, Netflix’s ad-supported standard plan now costs $8.99 per month, an increase of $1 from the previous price of $7.99. The standard plan (no ads, watch on up to two devices at the same time) will go up $2 from $17.99 per month to $19.99 per month. Additionally, the Premium plan (ad-free, streaming on up to four devices at once, Ultra HD and HDR) will increase by $2 as well, going from $24.99 per month to $26.99 per month.
The high pricing signals, in industry parlance, that Netflix feels it has “pricing power” compared to rival streamers. While some customers may cancel due to high fees, the company, the world’s largest subscription streaming provider with more than 325 million customers at the end of 2025, calculates that the increased revenue per subscription will likely offset any resulting cancellations.
“Our approach remains the same. We will continue to offer a variety of prices and plans to meet different needs. As we provide more value to our members, we reinvest in quality entertainment and update our prices so that we can improve the member experience,” Netflix said in a statement to Variety.
The increased price applies to both existing and new members. New members who sign up will see the new plan pricing starting Thursday, March 26th. Existing members will receive higher pricing in the coming weeks. According to Netflix, existing members will be notified via email one month before the new price takes effect. The timing will vary depending on the individual member’s billing cycle.
Most recently, Netflix increased its prices in the US in the first quarter of 2025. This is the first time in three years that the company has increased the price of its standard tier, which has historically been its most popular plan.
The price hike comes a month after Netflix abandoned its deal to buy Warner Bros.’ studio and streaming business and declined to counter Paramount Skydance’s offer to buy all of WBD for $31 a share. Paramount paid Netflix a $2.8 billion termination fee after Warner Bros. Discovery terminated its contract with Netflix in favor of Paramount’s “superior” offer.
“We’re moving forward now. We’re moving forward with $2.8 billion in our pockets that we didn’t have a few weeks ago,” Netflix Chief Financial Officer Spence Newman said at an investor conference earlier this month after leaving the global bank deal.
Netflix’s previous full-year 2026 outlook calls for revenue between $50.7 billion and $51.7 billion, an increase of 12% to 14% year over year. The company also expects its operating margin to reach 31.5% this year, up from 29.5% in 2025.
The company also predicted that cash content spending in 2026 would increase 10% year over year to approximately $20 billion.
In a Jan. 20 earnings interview regarding Netflix’s fourth-quarter 2025 results, Newman said the company was “very comfortable with our organic growth outlook” (excluding Warner Bros. assets). He said the main revenue drivers this year will be similar to 2025, citing “pricing” (he hinted at price increases), as well as membership growth and advertising revenue, which will nearly double to about $3 billion.
The Netflix US price increase means an average increase of 11% across the product suite. The new fees are expected to increase streamers’ average revenue per subscriber in the US/Canada region by 6% year over year in 2026, according to estimates from TD Cowen analysts in a research note published Thursday.
