Netflix raises US prices following a January 2025 hike; standard with ads rises $1 to $8.99/month; standard with no ads and premium rise $2 to $19.99 and $26.99

Netflix, for the second time in a little over a year, is raising prices for its three plans in the U.S. The new pricing …

Variety 2026-03-27 Todd Spangler

Context & Ripple Effects

Netflix has repeatedly lifted U.S. subscription prices over the past decade, including a 2017 increase to its standard and premium tiers and a 2022 U.S. and Canada price rise. The latest move continues that pricing history rather than marking a one-off adjustment.

The increase reaches all three current plans, but the dollar changes are larger on the ad-free options. That widens the monthly gap between the ad-supported entry tier and Netflix’s ad-free viewing tiers.

First-order effects

U.S. Netflix subscribers face higher monthly bills immediately: the ad-supported plan rises to $8.99, while the two ad-free tiers rise to $19.99 and $26.99.
Netflix increases revenue per subscriber at each plan level, while making the price premium for avoiding advertising more pronounced.

Second-order effects

The wider ad-supported-to-ad-free price gap gives price-sensitive subscribers a stronger incentive to remain on, or move toward, the ad tier rather than cancel outright.
Other subscription video services must weigh whether their own price ladders remain competitive, especially where ad-supported plans are used to preserve lower entry prices.

Third-order effects

If recurring increases continue, streaming competition will increasingly turn on managing tier migration and perceived value, not simply adding subscribers at a single headline price.
The pattern reinforces a segmented streaming market in which ad-supported access functions as the affordability anchor while ad-free viewing becomes a higher-margin premium product.

The trend: Subscription video services are using increasingly differentiated ad-supported and ad-free tiers to raise average revenue while retaining a lower-priced entry point.

Discussion

Complex Samantha Giambra-Plaisance on x
Netflix Is More Expensive Than Ever Across All Plans
@leehepner Lee Hepner on x
In 2016, the price of a Netflix Standard w/o Ads plan was $9.99. Following its second increase this year, it will be $19.99. That's a 100% increase against 39% inflation. 47% of users say they pay too much for streaming services. Netflix's gross *profit* in 2025 was $21.9B.
@trungtphan Trung Phan on x
these streaming price increases are relentless [image]
@tubi @tubi on x
@PopBase raising my price from free to free
@fischerking64 FischerKing on x
Prices rise as quality declines. Representative of products and services almost across the board today.
@kori_kiing @kori_kiing on x
Might as well get cable at this point .....
@spicebae_ @spicebae_ on x
lmk when yall ready to start boycotting... bc constantly increasing the price while having to wait 2+ years for half an 8 episode season should be a crime...
@autismcapital @autismcapital on x
This story ends with you paying $60-70/mo and congratulations we've reinvented cable.
@paultassi Paul Tassi on x
shit it's almost Game Pass level now
@blackmajikman90 @blackmajikman90 on x
If Netflix had won the battle for WB against Paramount, a price increase would've made sense. But they didn't; in fact, they lost spectacularly. So no, there's no reason for Netflix to increase its prices at all.
@spikeeskin Spike Eskin on x
So get a bunch of people to sign up to watch the Yankees and the Giants and immediately raise the price the day after.
@epm106 @epm106 on x
$20 for that library is fucking obscene lol oh my god
@plutotv @plutotv on x
it gets to a point...
@ddayen David Dayen on x
Netflix just got a $2.8 billion termination fee for dropping the Warner Bros. bid. So why not double dip and raise subscription prices another buck or two?
@tvgrimreaper @tvgrimreaper on x
The price increases will continue until morale improves. Related: There's your revenue growth! [image]
@meta_rach Rachel on x
I can see 4 movies a week in IMAX for $25.97 a month with AMC's A List 😂
@sherman4949 Alex Sherman on x
Gotta pay for that Warner Bros dea....er.....
@senwarren Elizabeth Warren on x
Netflix just got a $2.8 BILLION payout from Paramount for its failed Warner Bros. deal. Then Netflix turned around and raised prices on millions of customers.
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