Netflix quietly raises prices again for millions of subscribers,
Millions of Netflix subscribers are being hit with another price hike as the streaming giant raises subscription costs across every plan.
The company made changes on Thursday, increasing all tiers by at least $1 a month, marking its latest move to boost revenue as competition in the streaming wars intensifies.
Netflix’s ad-supported plan will now cost $8.99 per month, up from $7.99, while the standard plan jumps to $19.99 from $17.99.
Its premium tier, the most expensive option, will rise to $26.99 per month, an increase from $24.99.
Customers who share their accounts with people outside their households will also pay more, with extra member fees climbing to $6.99 for ad-supported accounts and $9.99 for ad-free users.
The price hike has sparked outrage among customers, who highlighted that Netflix was set to purchase Warner Bros for $82 billion in cash, but is attempting to increase its revenue.
‘This is streamflation. Netflix is really testing the cancel button,’ one frustrated subscriber shared on social media. Others slammed the streaming giant for its content, saying: ‘Monthly prices keep going up, but the shows keep getting worse.’
The price increase follows a similar move in January 2025 and comes as Netflix pours billions into new shows, films and live entertainment ventures.
Netflix reported at the end of 2025 that its subscriber base had surpassed 325 million worldwide.
Executives said the higher subscription costs are needed to fund record-breaking content spending and expand into new areas such as live events and video podcasts.
But for many households already juggling multiple streaming services, the latest increase is likely to deepen frustration over rising monthly entertainment costs.
Netflix subscribers have shared their frustrations on X, with one user saying: ‘The greed with these corporations goes unmatched.’
Other customers highlighted the company’s last price increase in January 2025, saying: ‘Raising prices twice in one year is a bold move. $27/month for Premium officially brings us back to cable pricing. At this rate, physical media is making a serious comeback.’
Netflix has steadily increased prices over the past several years as it chases profitability in an increasingly crowded market.
The company has defended the hikes by pointing to its growing library of original content and its aggressive push into new programming formats.
Its leaders revealed earlier this year that Netflix plans to spend a staggering $20 billion on content in 2026, up from $18 billion in 2025, underscoring how expensive it has become to compete for viewers’ attention.
That investment included blockbuster movies, new television series, live sporting-style events and interactive programming, all designed to keep subscribers engaged and reduce cancellations.
Netflix has also begun expanding into live entertainment and video podcast-style programming, a move executives believe will open new revenue streams and help differentiate the platform from rivals.
The company’s financial outlook shows why price increases remain central to its strategy.
Netflix previously projected that overall revenue in 2026 could reach between $50.7 billion and $51.7 billion, fueled by a mix of subscriber growth and rising prices.
Advertising is also expected to play a major role in the company’s future profits.
Netflix predicted that its ad revenue could roughly double in 2026 compared to the previous year, driven largely by growth in its lower-cost, ad-supported subscription tier.
The ad-supported plan, now priced at $8.99, has become an increasingly important part of Netflix’s business model, offering a cheaper entry point for customers while generating additional income through advertising.
At the same time, the company has continued cracking down on password sharing, a once-common practice that allowed multiple households to watch under a single subscription. The additional fees for extra members are designed to convert shared accounts into paying customers.
Under the new pricing structure, adding someone outside a household will cost $6.99 per month for ad-supported plans, up from $5.99, while ad-free add-ons will cost $9.99, up from $8.99.
For many subscribers, these incremental increases add up quickly, especially for households that subscribe to multiple streaming platforms such as Disney+, Hulu, Max and Amazon Prime Video.
Industry analysts said the latest move reflects a broader trend across the streaming landscape, where companies are increasingly raising prices in an effort to turn their subscription businesses into reliable profit engines.
