Netflix has increased prices for its three US plans for the second time in just over a year, with the new rates appearing on its website on Thursday. The Standard With Ads plan rises by $1 to $8.99 per month, while the Standard (no ads) and Premium plans each increase by $2, to $19.99 and $26.99 per month respectively.
The price hikes reflect Netflix's confidence in its pricing power relative to competitors. With over 325 million subscribers globally at the end of 2025, the company expects the additional revenue to offset any potential cancellations. In a statement, Netflix said it continues to offer a range of plans and adjusts prices to invest in quality entertainment.
New members will see the updated prices immediately from March 26, while existing members will be notified by email a month before the changes take effect, depending on their billing cycle. The previous US price increase occurred in early 2025, ending a three-year freeze on the Standard tier.
The move follows Netflix's decision last month to abandon its acquisition of Warner Bros.'s studios and streaming business, after Paramount made a superior offer. Netflix received a $2.8 billion breakup fee from Warner Bros. Discovery. CFO Spence Neumann said the company now moves forward with that cash, which was not previously accounted for.
Netflix's 2026 revenue guidance stands at $50.7-$51.7 billion, representing 12-14% growth year-on-year, with an operating margin of 31.5%. Content spending is projected at $20 billion, up 10% from 2025. The price increases are expected to boost average revenue per subscriber in the US/Canada region by 6% year-on-year in 2026, according to TD Cowen analysts.
