Netflix is raising prices in US starting today: standard $9.99 plan will be $10.99/month; premium $11.99 plan will be $13.99/month; $7.99 plan does not change
Netflix will raise prices for its US subscribers starting Thursday, the company confirmed to Business Insider.
Context & Ripple Effects
Netflix’s 2017 increase raises its two higher US tiers while leaving the $7.99 option intact, establishing a deliberately tiered price ladder rather than a uniform increase. Related coverage shows that structure persisted through a 2020 increase to the standard and premium tiers and another US and Canada price rise in 2022.
By 2026, Netflix’s lower-priced option had evolved into an ad-supported tier, while its ad-free plans again increased, extending the separation between entry-level access and premium viewing. That later US pricing move makes this early split especially consequential in Netflix’s long-running pricing arc.
First-order effects
- US subscribers on Netflix’s standard plan begin paying $10.99 a month, while premium subscribers pay $13.99; customers on the $7.99 plan see no immediate change.
- Netflix increases the monthly gap between its entry plan and higher tiers, concentrating the larger $2 increase on premium accounts.
Second-order effects
- Keeping the lowest-priced plan flat gives Netflix a retention path for more price-sensitive subscribers while asking standard and premium customers to fund the increase.
- The tier-by-tier approach becomes a reusable pricing framework: later coverage records additional increases to standard and premium plans rather than a single across-the-board change.
Third-order effects
- Netflix’s subsequent addition of an ad-supported low-price tier suggests its price architecture is shifting from a protected basic plan toward sharper trade-offs among price, advertising, and ad-free access.
- If this cadence holds, subscription-video competition will increasingly be organized around differentiated access tiers and recurring price resets, not one headline monthly price.
The trend: Netflix is moving toward a multi-tier subscription model in which lower-cost access is preserved or ad-supported while higher-value ad-free tiers absorb repeated price increases.