Netflix has raised the prices of its US subscription plans for the second time in under two years. The new pricing was updated on the company's website on Thursday.
The Standard with Ads plan now costs $8.99 per month, up from $7.99. The Standard plan (no ads, two simultaneous streams) rises to $19.99 from $17.99, and the Premium plan (four streams, Ultra HD) increases to $26.99 from $24.99.
The increases, averaging 11% across the product suite, indicate Netflix believes it has "pricing power" relative to rivals. While some customers may cancel, the company expects higher revenue per subscriber to offset any churn.
"As we deliver more value to our members we are updating our prices to enable us to reinvest in quality entertainment," Netflix said in a statement.
New members will see the higher prices immediately, while existing members will be notified by email a month before the changes apply to their billing cycle. The price rise follows a previous increase in early 2025.
The move comes a month after Netflix abandoned a deal to buy Warner Bros.' studios and streaming business, receiving a $2.8 billion breakup fee. Chief financial officer Spence Neumann said the company "feels great about our organic growth outlook".
