Netflix has raised subscription prices across all its plans in the United States, with the premium tier now costing $26.99 per month, up from $24.99, as the streaming platform pushes deeper into new content formats and revenue streams.
The price increase affects every tier, including the ad-supported and standard plans, reflecting Netflix’s broader strategy to expand beyond traditional streaming into areas such as live sports and video podcasts.
Updated pricing across plans
Under the revised structure, Netflix’s ad-supported plan now costs $8.99 per month, up from $7.99. The standard plan has increased by $2 to $19.99 per month, while the premium plan has risen to $26.99.
The company has also raised the cost of adding extra members. Subscribers will now pay $7.99 per month for additional users on ad-supported plans and $9.99 for ad-free plans.
Strategic shift and product changes
The latest increase comes as Netflix continues to diversify its content offerings. The company has been investing in live programming and alternative formats to maintain growth and user engagement in an increasingly competitive streaming market.
Netflix had already removed its lowest-priced ad-free “basic” plan in 2023, narrowing its offerings to standard, premium, and ad-supported tiers.
Revenue outlook and performance
With more than 325 million subscribers globally, Netflix remains a dominant player in the streaming industry. Analysts at TD Cowen estimate that the new pricing could boost the company’s average revenue per user in the US and Canada region by about 6% year-on-year in 2026.
The company last implemented a price increase in early 2025. It reported revenue of $12.1 billion for the October–December quarter, slightly above analyst expectations.
In a separate development, Netflix recently opted not to pursue Warner Bros’ streaming and studio assets, paving the way for Paramount Skydance to move forward with a reported $110 billion acquisition.
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