Netflix raises its monthly subscription prices by $1 to $2 in the US and Canada; the standard US plan has increased from $13.99 to $15.49 per month

Netflix Inc has raised its monthly subscription price by $1 to $2 per month in the United States depending on the plan, the company said on Friday … Source: Netflix Help Center .

Reuters 2022-01-15 Lisa Richwine

Context & Ripple Effects

Netflix’s US pricing has moved upward in steps: its standard plan rose in the 2017 increase, then again in the 2020 revision. The latest change extends that established approach to both US and Canadian subscribers.

The later coverage records another US increase after a January 2025 hike, including an ad-supported tier, suggesting price changes have become a recurring lever across Netflix’s plan mix.

First-order effects

US and Canadian Netflix subscribers face monthly increases of $1 to $2, with the US standard plan moving from $13.99 to $15.49.
Netflix immediately collects more revenue per subscriber on the affected plans, provided subscribers retain their subscriptions.

Second-order effects

The higher standard-plan price makes Netflix’s lower-priced basic offering relatively more attractive to price-sensitive subscribers.
Repeated increases put plan-tier value at the center of Netflix’s retention challenge: customers must decide whether the standard tier still justifies its widening cost over lower tiers.

Third-order effects

If this cadence persists, Netflix’s subscription business shifts further toward monetizing its installed audience through tiered pricing rather than relying solely on subscriber additions.
The subsequent addition and repricing of an ad-supported tier points to a broader streaming model in which lower entry prices and higher premium tiers segment customers by willingness to pay.

The trend: Netflix is progressively using a broader tier structure and recurring price revisions to raise revenue per subscriber in mature subscription markets.

Discussion

Netflix Help Center Netflix Help Center on x
Plans and Pricing — Netflix offers a variety of plans to meet your needs.
@9to5mac @9to5mac on x
Netflix now costs up to 4x Apple TV+ per month https://9to5mac.com/... by @michaelpotuck
@nina_metz Nina Metz on x
These price hikes are coming mighty often. Last one was about a year ago. https://twitter.com/...
@tailosivetech @tailosivetech on x
@9to5mac @michaelpotuck With about 12x the content
@tailosivetech @tailosivetech on x
@CleatusFetus ... I wouldn't equate higher budget means better content. But Netflix absolutely spends more than Apple on their content. That's why even tho they cost far more, WAY more people have Netflix than TV+ Apple's market share is insanely low
@caseynewton Casey Newton on x
i'm not saying netflix is expensive but i just signed up to play squid game so i can afford the family plan
@maxwinebach Max Weinbach on x
Hear me out: it's annoying that they keep raising prices but most people I know IRL don't need anything above the HD 2 screens. Everyone I know can't tell the difference between 4K and HD on most TVs and mostly uses laptops with sub-2K displays anyway. That's a $1.50 more. https:…
@trengriffin Tren Griffin on x
“If you've got the power to raise prices without losing business to a competitor, you've got a very good business. And if you have to have a prayer session before raising the price by 10 percent, then you've got a terrible business.” Warren Buffett https://www.reuters.com/...
@thurrott Paul Thurrott on x
“Netflix now costs up to 4x Apple TV+ per month” Reality check: Netflix has 4000x the content of Apple TV+. And yes, that headline is from an Apple blog. Of course it is.
@joshelman Josh Elman on x
It might soon be cheaper to go back to 500 channels and cable https://twitter.com/...
@richontech Rich DeMuro on x
New Netflix pricing. Plans going up by $1 to 2 a month. Last hike was about 440 days ago. https://twitter.com/...
@chriswelch Chris Welch on x
Disney+: 4K is part of standard subscription. Amazon Prime Video: 4K included. Hulu: 4K included (albeit a vastly smaller selection)
@lucas_shaw Lucas Shaw on x
Netflix bulls: nobody is canceling netflix, so it can raise prices with impunity. Netflix bears: growth is slowing so netflix needs to raise prices. Truth, as usual, includes a bit of both!
@chriswelch Chris Welch on x
Also, a $1 increase for the base-level plan is not insignificant. Those customers are now paying $9.99/month for a single stream (no sharing) and 480p video quality. Yiiiiiiikes.
@zeddary @zeddary on x
Nothing they have in 4k looks good. It's just dark and yellow. https://twitter.com/...
@schwartzesque Mattathias Schwartz on x
The ruling class is playing with fire here https://twitter.com/...
@zwiezenz Zack Zwiezen on x
This will continue to happen with all of these streaming services. They are burning cash and eventually, they need to make real money not just win awards. https://twitter.com/...
@theromit Romit Mehta on x
Testing the price curve and waiting for the churn to surpass the potential revenue gain. Doing it cable-style $1 or $2 a month keeps the frog thinking it's just hot water and it will never boil. https://twitter.com/...
@dsilverman Dwight Silverman on x
And delivers way more than 4X the content. https://twitter.com/...
@chriswelch Chris Welch on x
Breaking: Netflix is increasing the price of subscriptions in the US. The Ultra HD/4K plan gets hit hardest, with a $2 hike that puts it a penny shy of $20. (It's 2022, Netflix. 4K and HDR should be part of the standard plan.) https://www.theverge.com/...
@joshuaogundu Josh on x
And no one will bat an eye, until it hits $20 https://twitter.com/...

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