Netflix Raises Prices Again, Hiking All Three Subscription Tiers

Summary:

• Netflix raises prices on all plans, including ad-supported, with increases ranging from $1 to $2 per month.

• New U.S. subscription plan prices: Standard with Ads at $8.99, Standard at $19.99, Premium at $26.99.

• Ad-supported tier introduced in 2022 as a retention strategy now sees a $1 price increase.

Netflix is raising prices again across every plan it offers, including its ad-supported tier for the second consecutive year.

The Standard plan without ads rose by $2 to $19.99 per month, while the Premium plan, which supports up to four devices at once, climbed $2 to $26.99. The ad-supported Standard plan increased by $1 to $8.99 per month.

The new prices apply to all three U.S. subscription plans: Standard with Ads at $8.99 per month, up from $7.99; Standard at $19.99 per month, up from $17.99; and Premium at $26.99 per month, up from $24.99.

The increases take effect immediately for new customers and at the next billing cycle for existing subscribers.

The $1 increase to the ad-supported plan may be the smallest change in dollar terms, but it carries the most strategic weight. Netflix built the ad-supported tier in 2022 as a retention mechanism, giving subscribers who balked at higher prices a way to stay within the Netflix ecosystem rather than cancel. By Q4 2024, 55% of new sign-ups in advertising-enabled markets chose the ad-supported plan, up from 40% a year earlier.

Low-cost ad-supported plans are the single strongest retention lever in streaming, outperforming loyalty pricing, pause options, and flexible billing, according to Parks Associates research from February 2026. By raising the price on that plan, Netflix is testing whether its content library can sustain the loss of its last affordable entry point.

For subscribers who want to avoid ads entirely, the cheapest Netflix plan is now $19.99 per month. 4K content will run close to $30 per month.

Netflix ended 2025 with 325 million paid members and $45.2 billion in revenue, up 16% year over year, with a 29.5% operating margin.

Since 2019, revenue has grown 93% while content spending increased only 16%.

Netflix’s ad revenue is expected to double in 2026 after ending 2025 with $1.5 billion, two and a half times what it generated in 2024. Overall, 2026 revenue is projected to reach around $52 billion, a 12% to 14% year-over-year increase.

Citi analyst Jason Bazinet has put Netflix on track for another potential hike around October 2026, based on its historical pricing cadence.

Netflix recently walked away from its $83 billion bid for Warner Bros. Discovery and was awarded a nearly $3 billion breakup fee, though those cost savings don’t appear to be translating into relief for subscribers.