Netflix Raising U.S. Prices for Second Time in a Year

Netflix, for the second time in a little over a year, is raising prices for its three plans in the U.S. The new pricing for Netflix’s plans were updated on its website Thursday.

Under the higher pricing, Netflix’s Standard With Ads plan will now cost $8.99/month, up $1 from $7.99 previously. The Standard plan (no ads, viewing on up to two devices simultaneously) is rising by $2, from $17.99/month to $19.99/month. And the Premium plan (no ads, streaming on up to four devices at once, Ultra HD and HDR) is likewise going up $2 — from $24.99/month to $26.99/month.

The higher pricing shows that Netflix feels it has “pricing power” relative to rival streamers, in industry jargon. While some customers may cancel over the higher fees, the company — the biggest subscription-streaming provider in the world with more than 325 million customers at the end of 2025 — has presumably calculated that the increased revenue per sub will offset any resulting churn.

“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,” Netflix said in a statement to Variety.

The increased prices will be applied to both existing and new members. New members who sign up will see the new plan prices starting Thursday, March 26. The higher prices will roll out to existing members over the coming weeks; according to Netflix, existing members will be notified by email a month before the new prices are applied to them, with the timing depending on the individual member’s billing cycle.

Most recently, Netflix raised prices in the U.S. in the first quarter of 2025, marking the first time in three years the company had upped the pricing of the Standard tier, which historically has been its most popular plan.

The price hikes come a month after Netflix abandoned its deal to buy Warner Bros.’s studios and streaming business, declining to counter the Paramount Skydance bid for WBD in its entirety to $31/share. Paramount paid Netflix the $2.8 billion deal-breakup fee once Warner Bros. Discovery terminated its agreement with Netflix in favor of Paramount’s “superior” offer.

After walking away from a WB deal, “Now we move forward, and we move forward with $2.8 billion in our pocket that we didn’t have a few weeks ago,” Netflix CFO Spence Neumann said at an investor conference earlier this month.

Netflix’s previous guidance for full-year 2026 was for revenue of between $50.7 billion and $51.7 billion, which would be an increase of 12%-14% year over year. The company also projected hitting 31.5% operating margin this year, up from 29.5% in 2025.

The company also projected cash content spending of about $20 billion for 2026, up 10% from last year.

On Netflix’s Jan. 20 earnings interview for the fourth-quarter 2025 results, Neumann said the company “feel[s] great about our organic growth outlook” (meaning excluding the Warner Bros. assets). He said the key revenue drivers this year would be similar to ’25, citing “pricing” (hinting at the price increases) as well as membership growth and a roughly doubling of ad revenue to about $3 billion.

The higher Netflix U.S. pricing represent an 11% increase on average across the product suite. With the new prices, the streamer’s average revenue per subscriber in the U.S./Canada region will rise 6% year-over-year in 2026, according to estimates from TD Cowen analysts in a research note issued Thursday.